While reading this article at The Hollywood Reporter, all I could do was chuckle. I knew that 3D films were falling out of favor more and more each year, as the studios rush more and more pieces of post-converted garbage (and let’s face it, even some of those shot-in-3D movies are garbage) into the theaters to charge higher ticket prices, but I didn’t know the studios were going to hasten the end of this miserable trend even faster, probably without realizing it. Or if they do realize it but don’t care, then more power to them.
Remember the last time you saw a 3D film in theaters? You pay your outrageously high ticket price, hand over your ticket to the fat old guy (or pimply faced kid), who then hands you a pair of free 3D glasses with which to view your 3D movie. Now you’ll still be able to pay for the outrageously high ticket price, but instead of getting free 3D glasses to view your movie, you’ll now get a middle finger from the ticket taker. Okay, maybe not a middle finger. You’ll get, well, nothing, actually.
Yup. The studios have decided that they’ve cuddled you and your damn 3D addition enough, and starting May 1, 2012, Sony Pictures will be the first studio to stop supplying those free cheap, uncomfortable 3D glasses to you. Which means you will have to invest in your own 3D glasses, preferably by buying it from the movie theater while you’re in the lobby. Remember, this is the same lobby where a bottle of water can cost you anywhere from $4 to $5 dollars… Or, if you’re one of those hip trendsetters who bought a 3D TV at home, bring your own 3D glasses to the theaters.
Sony will be the first studio to officially adopt this policy, but other studios are expected to follow suit.
So, why this move by the studio that will, over time, cut into their bottom line by convincing moviegoers they’d rather not see a 3D movie after all? Apparently paying for those cheap looking/feeling 3D glasses costs the studio somewhere between $5 million to $10 million per big-budgeted movie, and even smaller films are still costing them anywhere between $1.5 million to $2 million.
Back in the old days, in order to convince theater owners to convert more of their space to 3D-capable rooms, the studios voluntarily offered to pay for the cost of the 3D glasses. They’ve … now changed their minds. As a result, starting in the summer of 2012, if you want to see that new “Amazing Spider-Man” movie in 3D, or Will Smith’s “Men in Black III” in 3D — Sony’s two high-profile 3D movies in 2012 — you’ll have to pay for your own damn 3D glasses.