The Odeon cinema chain has rolled over and agreed to show “Alice in Wonderland” in 3D after all. Just a few days ago, the UK’s biggest cinema chain announced that it would be boycotting the release of Tim Burton’s adaptation of the classic Lewis Carroll story due to Disney’s decision to only show the movie in cinemas for twelve weeks as opposed to the usual seventeen.
Odeon had derided the move as being against the best interests of cinemas but now, in an astonishing back-flip, Odeon has apparently given in to all of Disney’s demands. “The Odeon and UCI Cinema Group is pleased to announce that, following detailed negotiations with the Walt Disney Company Ltd, an enduring agreement has been reached encompassing all the different aspects of both companies’ commercial relationship,” the cinema group said in a statement. “As a result of this agreement, Odeon is pleased to confirm that it will be able to continue its plans for significant investment in new cinemas in digital technology, in 3D capability and the other exciting developments designed for the increasing enjoyment of all its customers”.
There are no details as to what these “negotiations” entailed, or what Odeon could possibly have got out of the decision to make it so abruptly and completely change its former position; certainly from the outside, it appears that the cinema chain has simply given in to Disney’s demands. Those involved with the film itself are pleased, however, with actor Michael Sheen, who plays the White Rabbit, telling the BBC, “I’m glad they’ve resolved it.”
