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Is there an increase because it's digital, or do people go see the movie because it's the content they want to see, regardless of the medium that projects it? Assuming comparable quality of "film done right", of course.

If there is an increase, does it pay for or offset a major portion of the equipment cost?

Do other potential revenue sources (live event, advertising, etc.) pay for or offset the equipment cost?

So far, the answer is not an enthusiastic YES that the industry needs to make such a huge change in the way the exhibition works. It seems viable in the other parts of our business, those to the south side of the distribution line, but it's a hard sell in theatres.

One man's opinion, worth approximately 38 cents.

I'm not so sure that digital projection is going to be a big draw. Maybe in the beginning when people think it might be something great but not further on down the line if it does not turn out to be anything special. I find that it is fairly common for people not involved in exhibition to think that the image they see at theatres is ALREADY from some source other than a 35mm film projector. They are often surprised when I tell them it's still from film.

I've not yet had an opportunity to see a digital projection demonstration but hope to some time soon. However, I feel that if the digital image is not obviously better than a film image and is only equal to or substandard to a projected film image, I don't think it will be a draw IMHO. I realize that there are some theatre patrons out there who only want to see films when the soundtrack is reproduced digitally, you'll always have audiophiles or people who like high-tech stuff that will seek out the latest stuff. But I believe in general that MOST people are more interested in the movie's content than they are interested in how the picture and sound gets to the screen and speakers, providing the resulting image and sound are good. That, and price, is why so many people wait for a movie to come out on video rather than going to see it in a theatre. I think that digitial projection will have to be FANTASTIC, not just as good as 35mm, for it to draw people into theatres.

Most movie patrons I talk to seem more concerned about convenience and seeing movies in comfortable, clean auditoriums where other people aren't talking out loud to each other or on cell phones, than about what type of sound or projection system a theatre uses.