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Sony Says They'll Stop Paying For 3D Glasses Next May, Theaters NOT Happy

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You sure you want to do this less than a month before Men In Black 3 comes out, Sony???

The National Association of Theater Owners (NATO) is NOT pleased with Sony's recent decision to stop paying for 3D glasses effective May 1, 2012. Here's what they had to say about it:

"Sony would be well advised to revisit its decision."

"The recent uproar over four studios’ unilateral decision to radically shorten the theatrical release window for their failed DirecTV premium VOD experiment vividly illustrates the downside of movie studios announcing fundamental changes to business models without negotiating with their exhibition partners first."

"Since the onset of the digital 3D revolution in 2005 it has been understood that exhibitors would bear the weight of technological and facility modification costs related to 3D, while distribution took on the cost of 3D glasses. Any changes to that understanding must be undertaken through the mutual agreement of both sides of the business."

Unless Sony is planning to move up the release date of Men In Black 3, we SERIOUSLY think they should give this some more thought! Not the right time for such a drastic move!

Who do U think should pay for 3D glasses? Studios or the theater owners???

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11 comments to “Sony Says They'll Stop Paying For 3D Glasses Next May, Theaters NOT Happy”



  1. 1

    Really?? I have NEVER been to a 3D movie where I don't get charged an extra $3 (at least) to get those glasses! Studios nor theaters end up paying for them!



  2. 2

    We are paying for tha damn glasses so what it the fucking problem. they can't cost more than the 3.00 they charge, the studio just wants even more profits, and after another record Summer movie season that is just fucking GREEDY as hell.



  3. 3

    I live in the Kansas City area and the glasses have always been free. But I can't imagine why Sony would want to do this to themselves. It will backfire just like when Netflix played around with their plan(s) last month.



  4. 4

    Truthfully - you are not paying $3 for glasses. When 3D was initially released, it WAS so. If you remember - at the onslaught of 3D movies coming out, it was a slow to-be-released slate of films, with months and months between new product. In the beginning, the 3D technology - and glasses themselves…SUCKED. They were battery operated, and needed to be returned so that theatres could clean/sanitize, inspect, inventory, and reuse them. In fact, where I managed people originally got an extra stub just for "glasses rental."

    As stuff has changed, you may have noticed you get the plastic dorky Real D glasses when you see a 3D movie. The $3 charge is not inseperable as it used to be. Reason? Film companies are charging a higher premium for the hard drives that the 3D movies are delivered on. Before with 35 mm, you had an actual print sitting in your buidling worth x amount of expensive dollars. Some exhibitors are finding the hard drive pricing hard to justify - but seem to be in agreement that at least adult pricing won't change from the $3-$4 upcharge. I don't think that will always be the case - but with releases that filled theatres like Avatar - it's hard not to be persuaded the charge isn't worth it.

    There has already been a pretty much unified drop in kids prices. Mostly because kids movies in 3D do HORRIBLY compared to 2D in the long run.



  5. 5

    I don't think the $3 is for the glasses. I think it's for the technology they have to use to show the movie in 3D.



  6. 6

    If a studio makes a movie in 3D,then they should furnish the glasses. Too many effing 3D movies anyway. Maybe this will put an end to this stupid trend.



  7. 7

    I still have my old ones and i will use them just like im sure most people will do!! Which means in the end Sony's not going to make any money b/c the people who watch 3D will have the one pair they use



  8. 8

    good thing i kept a couple pairs.

  9. Jaded says – reply to this


    9

    At my theater even if you have your own 3D glasses they charge you for a new pair and they require you to return them at the end on the feature. Twice I have had arguments with theater employees who can clearly see that I'm not using their glasses but are demanding that I give them my personal ones.
    If the studios are giving them to the theaters, then why am I paying the theaters to "rent" them? I think this is a case of everyone being greedy.



  10. 10

    Well…I refused to go to another 3D movie unless it is Avator and Jame C directs the movie. He is the only one who knows how to do 3D correctly. The rest of them just have not been done correctly. So Ithink it is a good move for Sony…



  11. 11

    I don't understand why this matters, since we pay for them in the end…