While the economy still struggles to recover from one of the worst financial crises in history, the cinema business continues to support the prevailing wisdom that people find comfort at the movies during tough times. Bolstered by the sensational December debut of James Cameron’s Avatar, now the most successful picture of all time, 2009 set another box-office record—and attendance was up, too.

So exhibitors coming to ShoWest 2009 have plenty to cheer about, but they’re also under an unusual amount of pressure right now. The success of Avatar and other 2009 3D releases has proven what a huge audience draw the new digital 3D can be, and now the cinema community is facing a shortage of 3D-capable screens as Avatar maintains its staying power and big new 3D releases like Alice in Wonderland, How to Train Your Dragon and Clash of the Titans roll out at a faster rate. 3D will certainly be one of the most talked-about topics at the world’s largest gathering of motion picture professionals and theatre owners, which takes place March 15-18 at the Bally’s and Paris Hotels in Las Vegas.

Three films profiled in this issue will also be screening at the show: Disney’s Prince of Persia: The Sands of Time, CBS Films’ The Back-up Plan, and Lionsgate’s Kick-Ass. Also on the schedule are Pixar’s eagerly awaited Toy Story 3, Sony Pictures’ Karate Kid, starring Jaden Smith and Jackie Chan, and Summit Entertainment’s Letters to Juliet, featuring Amanda Seyfried of the current hit Dear John.

And at Monday night’s ShoWest Showcase, delegates can choose a double bill from seven outstanding independent films: Focus’ The Kids Are All Right, starring Julianne Moore and Annette Bening; Sony Pictures Classics’ Get Low, with Robert Duvall and Bill Murray; Roadside Attractions’ The Joneses, with Demi Moore and David Duchovny; Hannover House’s Twelve, starring Chace Crawford and Emma Roberts; Apparition’s Australian film noir The Square, and the acclaimed documentaries Waiting for Superman (from Paramount) and Racing Dreams (from Zipline Entertainment).

Studio participation remains strong. In addition to luncheon and dinner events co-sponsored by CBS Films, Disney, Lionsgate, Sony and Summit, Warner Bros. will be bringing in its filmmakers to show exclusive footage from their 2010 lineup.

ShoWest seminars will cover a wide range of topics. On Monday, leaders from exhibition will discuss today’s challenges and solutions, and showcase new and innovative theatres. On Tuesday, the International Cinema Technology Association presents an informative and varied program on maintaining quality digital-cinema and 3D presentations, followed by a National Association of Concessionaires session on menu expansion. Wednesday’s seminars focus on grass-roots marketing and environmental awareness.

As always, the final-night banquet sponsored by Coca-Cola gives exhibitors a chance to celebrate the stars and filmmakers who keep their theatres full. Honorees this year include Avatar’s Sam Worthington, Katherine Heigl, the cast of Sex and the City, top producer Jerry Bruckheimer, Hangover star and director Zach Galifianakis and Todd Phillips, and young stars Amanda Seyfried, Vanessa Hudgens and Alex Pettyfer. See you in Vegas!