So it's not happening quite as quickly as we'd been told in previous stories on the subject, but the 3D revolution does seem to be coming. One of the hold-ups has been convincing theater owners to upgrade to projection and display systems that can handle this new wave of 3D tech—it takes around $75,000 to switch over an old theater. But the 3D companies have been arguing that this upgrade enables theaters to become more than just movie houses: They can show concerts, sporting events, even operas in 3D, and charge more per seat.