Most movie-goers probably think that the additional cost of seeing a 3D movie includes paying for the glasses. You would be wrong. The studios absorb the costs, which can reach up to $10 million for big movie releases. Sony has decided that we're all freeloaders for only paying $14 per ticket and in 2012 they may no longer provide 3D glasses. They would like theatres to begin selling them to us. According to The Hollywood Reporter, who broke the story, this is what is done in other countries.
You can expect theatre owners to push back on Sony's plan. That's not to say it may not happen. But if it does, it won't be an easy road. Besides theatre owners, you can expect a huge backlash from audiences that are used to receiving them with their ticket purchase. And if there's one thing we love to do, it's complain about the price of something before handing them our money. Because, let's face it, they're going to get our money.
We asked our Twitter and Facebook followers what they thought of this and here is what they had to say:
One of our Facebook fans had only wanted to say, "BOO!!!"
If Sony is to go through with this, it could be the tipping point for an all out rejection of 3D movies. (Sony's, at least.) However, with one of the titles being The Amazing Spider-Man that Sony is looking to not supply glasses for, we could see Sony do a 180. This would be possible if it appears that their opening weekend receipts could be hurt. The other title Sony is looking to do this for is Men In Black III, but who cares about that.
There is currently a push from EX3D to install vending machines in theatres where people can purchase their own designer 3D glasses. (See them here.) Right now there are only two theatres that offer them. Both of them are located in Southern California. With a price of $22 - $45 per pair, this is hardly the solution for the casual movie fan.
Perhaps @Flomoca is on to something. Maybe it would be more green for us to just have our own. If that's the case, I'm just going to hang on the next pair I get. Or just stop going to movies in 3D.
What say you?