by Tony Rutherford HuntingtonNews.Net Reporter

HUNTINGTON, WV (HNN) - Anyone reading the weekly Movie Weekend Top Ten knows about 2010 sales nation

wide as either slightly down or flat.  Readers do not glean the quality of product and script to screen time frame relationships to cycles which generally have several growth bursting years followed by one or steady campaigns.

The toughest economic conditions since the Depression whipped many segments of economy for the last several years, but the movie industry from one theater owners perspective rode harsh times in a predictable neutral and now anticipates new record breaking weekends with strong reception and buzz for an abundance of “must see” 2011 titles.


Three Dimensional growth and experimentation continued dominating 2010. Family friendly continued pulling in audiences, but the viewers have become a little more discerning looking at the full package not just the glasses.

Curtis McCall, chairman and ceo of regional movie chain Marquee Cinemas, told that the dynamic success of the “Hannah Montana 3D” concert lead to a wave of music events, but he explained Hollywood learned the process did not guarantee the same success experienced by the pre-sold popularity of Miley Cyrus.

Unlike prior industry flirtations with the third dimension in the 50s and 60s, McCall believes the 21st Century coming at you technology “is here to stay,” particularly for animation , fantasy and action/adventure flicks. The circuit owner does not foresee a time when every movie has a 3D version. Besides the added expense to produce a film in 3D, he still hears occasional complaints on digital 3D from customers who already wear glasses. He’s contemplating offering the glassless (and less expensive) 2D version of 3D films, though the decision has not yet been made.

McCall agreed with this writer who labeled it an enhanced experience for special purposes. A good comparison is that Clint Eastwood had not used certain types of special effects until the “Hereafter” script necessitated their use to tell the story on screen.


Christmas 2010 did not have a mega-must see blockbuster of “Avatar” but McCall believes product options are solid for the upcoming weeks, as well as expressing “bullish” optimism for 2011.

The new year brings re-boots and re-births for numerous fan favorite franchises (“X-Men: First Class,” “Pirates of the Caribbean: On Stranger Tides,” “Harry Potter: Deathly Hallows Part Two,” “Twilight: Breaking Dawn”) as well as initialization of new on-screen Marvel/DC heroes --- “Thor,” “Green Lantern,” “Captain America,” leading to the much awaited 2012 debut of “The Avengers.”

Did I neglect comedy? This year will bring the next installment of “Hangover” onto screens. The schedule also has Cars, Muppets, more Kung Fu Panda and Happy Feet.


Lacking a buzz and must see “Avatar,” McCall in mid-December predicted a “solid” Christmas releases.

He gave “Tron: Legacy” a thumbs up for action/special effects fans. He’s also heard good buzz concerning multiple Golden Globe nominees like “Black Swan” ( a ballerina murder mystery), “The King’s Speech” (King George VI desired speech therapy before he could confidently rule), and this year’s boxing entry, “The Fighter.”

Forecasters warned the Coen Brothers against re-making John Wayne”s “True Grit,” especially during an era when “westerns” have all but disappeared. Positioning the film with a similar title and foundation, the Brothers re-imagined and built part of it on aspects of the novel untouched in the Wayne classic, adding electrifying and convincing acting from newcomer Hailee Steinfeld, Jeff Bridges, and, Matt Damon.


Prior to the short release windows of theatrical showing to DVD release, audiences likely found a “sleeper” --- a film that develops its audience from word of mouth , not advance advertising --- and , the 21st Century may have found a separate electronic word of mouth.

“Social Network,” which depicts the formation of Facebook, one of many on line communities, has a link to film publicity too. Paranormal Activity went rabid through internet endorsements. Movie sites increasingly offer the official movie trailer, not simply stills, and star interviews to increase movie must see anticipation.

"Combine that with the vitality of the digital 3D technique and you may have the answer for why theatre attendance saw a status quo, rather than a pull back or rapid growth,” McCall said.