In 1981, there were about $4 million in sales and rentals in the industry, and expectations were that the market would grow, spurred by the movie Altered States which came out in 1980.[4] According to one source in the industry, in the 1980s the rise of AIDS and the fear of shared water reduced demand for flotation centers.[5] By 2013, flotation was more popular in Europe than the US, but had undergone some growth in the area around San Francisco; at that time a low-end tank cost about $10,000 and an hour-long flotation session cost about $70.[5]