IN THESE tough times, are Singaporeans willing to pay $15 to watch a 3-D film?

Cinema chains will find out over the next six months as they screen a slew of 3-D films, such as the animated Disney feature Bolt, the action adventure Journey To The Center Of The Earth and the Jonas Brothers Concert.

Most chains are using equipment loaned to them as part of the 3DX Film and Entertainment Technology Festival, which starts today.

Cinema operators here say the price of one ticket, which includes the single-movie rental of 3-D glasses, could cost up to $15 on weekends and $12 on weekdays. Normal tickets cost from $7 to $10.

Ms Veronica Yong, assistant general manager of Cathay Cineplexes, says her organisation wants to test if patrons are willing to pay more for 3-D films before buying the digital equipment to screen them.

'Based on the box-office takings for the first few 3-D releases we have in the next few months, coupled with feedback from our distributors and audience, we will ascertain if 3-D is to be a permanent feature within our circuit,' she says.

It costs about US$70,000 (S$106,708) to convert a screen to digital, which is a pre-requisite for 3-D.

Mr David Glass, managing director of Golden Village, says most exhibitors have a 'massive commitment' to traditional 35mm film projection, which cannot be used for 3-D films.

Hong Kong, China and Thailand can screen films in 3-D because new cinemas are being built in these countries. These can skip a generation and have new digital systems installed, he says.

Read the full story in Wednesday's edition of The Straits Times' Life!