Despite ticket prices of up to $25, audiences flocked to 3-D premium offerings in 2008. Several blockbusters, like “The Dark Knight,” also benefited from the premium pricing associated with Imax viewing. 3-D offerings also fared well in complimentary areas; preliminary numbers indicate the “Hannah Montana and Miley Cyrus: Best of Both Worlds” 3-D video-on-demand concert on STARZ On Demand has already garnered hundreds of thousands of views.

According to a recent study by Nielsen, gross sales increased by more than 65% for films exhibited in 3-D (versus traditional film only) — due to premium pricing and higher attendance.

But not all theaters are created equal.  According to Nielsen, the breakeven point for individual theaters depends on several factors, including the total number of screens and 3-D installation costs.

Another major factor is the total number of 3-D movies released by the industry.  According to a separate study by Nielsen, that magic number is twelve — as in, if twelve 3-D movie titles are released in 2009, all theaters — both large and small — will see profits.

With as many as 11 major movie releases expected to hit the screens in 2009, including Dreamworks’ “Monsters vs. Aliens,” there’s a good chance theaters will be seeing “green” in 3-D.

Read the full study: “Nice To Have Or A Must Have: A look At 3-D films.”

View a related webinar: “Pursuing 3-D, In A 2-D World.”

Read Nielsen’s recent 3-D payout analysis: “The Financiers Weigh In: A Go/No Go Payoff Analysis of 3-D Installation.”

According to a recent study by Nielsen PreView, that magic number is twelve. If twelve 3-D movie titles are released during 2009, all theater sizes from large to small will see a payout. While this may seem like a tall order, studios are already making big bets on 3-D movie titles for 2009 and beyond.

Beyond cost of installation, another critical tipping point is consumer awareness and appetite for 3-D. While 95% of consumers are aware of 3-D technology, more than a third have never seen a 3-D movie, many citing lack of awareness that 3-D movies were available locally. More marketing around the availability and wow factor of 3-D would help drive demand.  The investments should prove worthwhile as audiences are willing to pay more for 3-D, according to another recent Nielsen survey.

Large theaters (11 screens or more) are already getting into the action by upgrading to 3-D at a much faster pace than smaller theaters. However, this payout analysis shows that even medium-size theaters (8-10 screens) would reap large rewards. Even if the industry delivers just seven 3-D films a year for each of the next four years, these mid-size theaters would see positive gains.

For more insights, read the report at Nielsen PreView. [free PreView login required]

Use Nielsen Preview’s 3-D payout tool. [free PreView login required]