Dawn of the Planet of the Apes opened this weekend, the new sequel to the recent reboot of the originals, Rise of the Planet of the Apes. The film took on a $27.7 million opening day on Friday, July 11th 2014. Throughout the weekend, it topped off at $73 million domestic, and a $104 million worldwide debut.!!

The first film, Rise of the Planet of the Apes, perhaps thriving on the "of the's" in its title, made $176 million domestic throughout its in-theater run, and $481 million worldwide. The first in the reboot, however, took time to catch on. It seemed as if word of mouth had to carry it, but in the end, it did carry it and the movie closed very well. Now with audiences

pre-approving the sequel, the studios are free to expend a $170 million dollar budget to continue their new venture.!!Dawn of the Planet of the Apes is on track now to earn over $200 million domestic, which should put it in around $600 million worldwide earnings for its run in theaters.!!Monetizing 3D Glasses!!The 3D phenomenon resurged in the 2009 when James Cameron's Avatar was released. Since 2009, we've all had a chance to have our say about 3D film. The truth is people are not that excited about it. The ability to mark up tickets at 30% seems to work, however.!!When you see the option in front of you to see the latest superhero flick or high budget reboot (Godzilla, Planet of the Apes...) and the option is there to see it in 3D, you may find yourself paying the extra fee for the experience. You keep telling yourself you might regret not seeing it 3D in theaters while you had the chance. You somehow find yourself filling up the seats again. Unless you still remember that time you almost threw up.!!Without brilliant ideas passing through the studio's offices, strange monetization techniques such as this are like a pervasive insurance in an uncertain entertainment economy. It would be my humble opinion that there is not a great desire for audience's to see a film in 3D, but the frequency with which people go to the movies these days allows them to doubt their previous dissatisfaction with 3D, and spend another chunk on their infrequent entertainment experience.