Sony Corp announced today that beginning May 2012 their movie studio will stop providing free 3D glasses for moviegoers. Due to the cutback the studio is expected to save millions of dollars per movie next year by handing over the costs to the consumers.
As a part of the change Sony is trying to implementing a “guest ownership model” with theater owners that is already prevalent in Europe and Australia. The new model would allow moviegoers to purchase the 3D glasses at a price separate from the ticket price, that they can reuse on future visits to the movie theater.
Sony Pictures spokesman Steve Elzer told reporters that “there are constructive ways to deal with the cost of 3-D glasses that will not adversely impact consumers and can also help the environment.”
Regal CEO Amy Miles commented, “to the extent that Sony seeks to change the current model in a manner that shifts costs to exhibitors, we would be forced to evaluate this new economic model and program our screens accordingly.”
How much more will it cost to go to a 3D movie?
RealD Inc., a major supplier of 3D glasses, sells their pairs wholesale for $1.36. After the add on costs movie theater owners will likely charge, it can be estimated the price for 3D glasses will sale for between $1.50 to $2.00.
Is it worth purchasing a pair of high quality 3D glasses?
With pairs running from $35 to $200 it really depends on how often you watch 3D movies and if the difference in quality is worth the price to you.
Either way expect the price of a 3D movie to rise. In Houston, TX 3D movie prices currently run around $11.00 at Cinemark and $14.00 at Regal Cinemas.
