The math in that BOM seems off though. If the 4th quarter 2009 average ticket price was $7.61, wouldn't that average already include whatever 3D tickets were sold that quarter? So he is taking an already inflated average ticket price, and then inflating it again with a 3D premium. Granted not a ton of movies were playing in 3D during fourth quarter 2009, but Avatar's $300M (largely 3D) gross that quarter would still affect the average a little bit.