It has been big news everywhere that “Shrek Forever After” took a big tumble at the box office this weekend, barely scraping together $71 million in revenues, a dramatic fall from the grosses of the franchise’s past sequels. What happened? The reviews weren’t so bad and the DreamWorks Animation 3-D film earned an A from CinemaScore, signaling that the movie was still greeted with enthusiasm — at least by the people who went to see it.
But according to industry analyst Richard Greenfield, the story within the story could be the steep rise in 3-D ticket prices.
Full story: Is ‘Shrek’s’ box office collapse tied to sky-high 3-D ticket prices? | The Big Picture | Los Angeles Times