Sony 3D Glasses Decision Makes NATO Angry
The US National Association of Theater Owners (NATO) said Wednesday that Sony's plan to stop paying for 3D glasses -- effective May 1, 2012 -- is "insensitive" to moviegoers, particularly in the midst of continued economic distress. NATO said moviegoers in North America have grown accustomed to being provided 3D glasses for free, and that it is an "established" part of the 3D experience that would be difficult to reverse and that this could result in fewer screens exhibiting 3D films.
Sony and other studios are suggesting behind the scenes that exhibitors adopt an ownership model, whereby theater owners sell 3D glasses to customers. For their part, studios never intended to pay for 3D glasses indefinitely. Glasses can cost $5 million to $10 million per blockbuster release.
"Sony would be well advised to revisit its decision," NATO said.
Europe is unconcerned as Europeans are accustomed to pay for their 3D glasses and that doesn't stop them going to the cinemas for "Lion King 3D"....