Both films screened in 3-D, a profit-boosting perk that saw a huge increase in popularity following 2009's "Avatar." But the public's appetite for the heightened technology has eased, leaving Hollywood to search for other ways to counter audience drain.
Entertainment available on countless portable devices continues to threaten multiplex attendance, as do advanced home theater systems and video-on-demand services offering original premium programming and feature films the same day as their theatrical release.
And with all of the bells and whistles now offered at theaters, movie-going is still one of the least expensive ways to be entertained, compared to concerts, sporting events and live theater, notes Richie Fay, Lionsgate's president of domestic distribution. (So far this year, the average cost of a movie ticket in North America has been $8.05, according to NATO.)