Film execs looking to inject life into the dormant sphere of alternative content—showing concerts, sporting events, etc., in theaters—are turning their eyes toward teen star Miley Cyrus and her cash-cow alter ego, Hannah Montana. Cyrus dominated conversation today at an industry conference because her enormously popular 3-D concert film proved that the concept can work in the US, Variety reports.
Her movie had theaters selling out nationwide, with some opening early and closing late. At 15 bucks a head, and roughly 2 million heads, Montana has called quite a bit of attention to the niche's lucrative possibilities, such as beaming in World Cup soccer matches and charging premium prices for tickets. “Putting regular 2-D movies on screens is not the future,” one studio exec said.