Sony announced yesterday that it will no longer subsidize 3D glasses for its releases. Currently studios foot the bill for glasses for each 3D release; that bill tends to run from $5m to $10m, depending upon the popularity of the film. Sony has two big 3D films out in 2012, The Amazing Spider-Man and Men in Black III, so will moviegoers end up paying more than the usual surcharge to see those films in 3D?
The National Association of Theater Owners responded:
Sony’s actions raise serious concerns for our members who believe that provision of 3D glasses to patrons is well-established as part of the 3D experience. 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.
Sony’s actions raise serious concerns for our members who believe that provision of 3D glasses to patrons is well-established as part of the 3D experience. 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.
Comment