BUSINESS BRIEFING / CINEMAS
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In an effort to get theater owners to upgrade their technology, Paramount Pictures will pay exhibitors to show its movies in 3-D.
The new offer begins with the March 27 release of “Monsters vs. Aliens,” said Mark Christiansen, Paramount’s executive vice president for operations. The studio is offering a similar incentive for films shown in a digital format, he said.
Under Paramount’s offer, the studio will help defray the cost of converting at least one digital screen to 3-D. Separately, the studio is offering similar fees to chains that convert at least half their screens to digital.
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