Cineworld looks to third dimension

The UK's second biggest cinema chain was helped by the huge success of James Cameron's fantasy Avatar – the highest grossing movie of all time – amid 13 releases in the format last year.

The group has a 35 per cent share of the 3D market and expects 18 films to be released in the format this year – including Alice in Wonderland, pictured, starring Johnny Depp.

Cineworld said its early investment in the technology had paid off as the group lifted pre-tax profits 12 per cent to 30.8m.

Chairman Anthony Bloom said: "Current 3D technology, which has advanced immeasurably since the much derided technology of past, was quickly accepted by cinema goers and, I believe, has ushered in a new era for the cinema industry."

Cineworld, which has 77 cinemas and a total of 790 screens, grew box office takings 17 per cent to 230.9m last year, helped by more admissions and higher pricing.

The firm benefited from the premium prices charged for 3D films – 5.90 on average – compared with 4.54 for conventional movies. Average admission prices overall moved up to 4.71 from 4.38.