By Gautham Nagesh - 02/23/11 10:55 PM EST
According to Pisano, growth in the United States was driven by 3-D movies, which now account for 21 percent of the overall domestic market. More than half of moviegoers between the ages of two and 17 saw a 3-D movie in 2010.
The number of movie tickets sold in North America decreased 5 percent to 1.34 billion, the same level as 2008. The average number of movies attended also dropped to six from six and a half in 2009.
Frequent moviegoers, who go to the movies at least monthly, drove ticket sales. They make up only 11 percent of the population but bought over half of all tickets sold in 2010. Occasional moviegoers – those who see fewer than one movie per month – went to the movies less in 2010.