MONTREAL — Despite the economic doldrums the Canadian box office is up so far this year — by 14% to 16%, depending upon the week — according to consultant Howard Lichtman, president of The Lightning Group.

Lichtman, who will deliver his traditional state-of-the-industry address at ShowCanada 2009 on Thursday, attributes the rise to the ‘lipstick factor’ — or people’s desire for a small indulgence, just like during the Great Depression when lipstick sales surged.

‘People want a two-hour escape, and going to the movies is a small treat,’ he stated.

In 2008, the box office was up between 3% and 5.4% from the year earlier, Lichtman added. Figures from the Motion Picture Theatre Associations of Canada put the number at 3%, reaching $932.9 million.

The lipstick factor and a 3D showcase are also expected to buoy ShowCanada itself. The annual conference of cinema owners kicked off with a reception on Tuesday night. It begins in earnest Wednesday and runs until Friday.

The convention will focus on 3D, which MPTAC executive director Adina Lebo refers to as the ‘fastest growing trend in digital technology.’

‘It’s the rage. Creative types like it because it’s another challenging platform to work with, and it’s bringing people to the theaters,’ she notes.

National Association of Theatre Owners president and CEO John Fithian on Friday will discuss the latest in 3D technology and will moderate a 3D panel of Canadian exhibitors. Panelists Ciné Entreprise president Raffaele Papalia, Cineplex Entertainment EVP Dan McGrath, Empire Theatres’ VP of marketing Dean Leland, and Landmark Cinemas COO Neil Campbell will share their 3D experiences.

On Wednesday, there will also be a 3D screening of Disney/Pixar’s forthcoming Up.

Thursday night features a toast to Canadian films. The filmmakers on hand will include Suck‘s Rob Stefaniuk and Robin Crumley; The Trotsky‘s Kevin Tierney, Jacob Tierney and Anne-Marie Cadieux; and Fifty Dead Men Walking director Kari Skogland.

Lebo says the conference is sold out at 500 attendees. There have been more in past years, but MPTAC, which organizes the conference, downsized after hearing how other recent conventions have dropped off.