web counter
 

Sony Wins this Week's Evil Raffle: 3D Glasses No Longer to be Free

By Steven Lloyd Wilson | Posted Under Trade News | Comments (19)

monkey-glasses.jpg

So we’ve basically rationalized the fifty percent hike in movie prices due to 3D with three lines of reasoning. We rationalized that the movies cost more to make, that they looked better, and that the glasses were a little extra expense also. So then we realized that with the exception of a scant handful of films that were actually made for 3D, they look worse than normal films. Then we realized that whether a studio cuts a check for $10,000,000 to convert the film or not, it was already probably at $150,000,000 budget in the first place, and they charge us the same damned price regardless of the budget. Well, the final little chain of rationalization is getting yanked out now. Sony is refusing to pay for 3D glasses in theaters as of May of next year.

See, the theaters themselves are run on something akin to a sharecropping system, which is why they charge a week’s salary for a soda. They refused to show 3D films if they were expected to pick up the fifty cent per ticket that glasses aggregate out to. And since theaters only keep about 10% of first week ticket revenues, that’s sort of half the revenue they were getting anyway. So the various studios agreed to pay for glasses over the last couple of years, and now they’re pulling the rug out. Which means that 3D ticket prices will go up again to cover the cost for the theater.

I’m telling you right now, studios. If that ticket price goes up again, every time I go to the theater I’ll convince the theater owner to let me in for 50 cents less without glasses. And then when I write the review, I will spend at least two-thirds of the thousand words complaining about how fuzzy the movie was.

(source: THR)









Each Time You Like, Share, Tweet or Stumble a Pajiba Post, An Angel Does the Paul Rudd Dance

← If I Stay by Gayle Forman | This Just In, A Zombie Could Literally "Jump The Shark" In The Dead Island Movie Adaptation (Artist Rendering Included) →









Comments

They'd have to pay me an extra three bucks to sit through another 3D movie. The only one I can say I enjoyed was Coraline and that's mostly because the total visual package was cool and the story was interesting. Give me a sucky story and a muddy look and ask me to pay even more? I don't think that's going to work out as a profit center....

Posted by: Wednesday at September 28, 2011 10:38 AM

What horseshit! You know the theaters are going to just add it straight to the standard ticket price so even if you keep and bring your 3D glasses from last time you'll still have to pay. Meanwhile, the thousands of 3D glasses that go in the recycle bins after the show probably just get washed and repackaged and the studios get to sell them 20 times over.

Posted by: Paultera at September 28, 2011 10:39 AM

I can't believe anyone's surprised about this. I've always felt like the little "3d glasses recycling drop-box" at the exit of the movie was a crock of shit considering I paid extra for the movie, so naturally I've been hoarding 3d glasses for several years now.

Posted by: Pfft at September 28, 2011 10:56 AM

It's been hit or miss here whether or not you get free glasses for a while, depending on which chain you go to. I gave up on 3D films after sitting through Toy Story 3. I couldn't find it near me in 2D at a decent time otherwise I wouldn't have gone. It added nothing to the film except the price, and we had to pay for the specs too.

How much is the cinema now in the US, in general? For 3D here (London) you're looking at $20. Probably around $15-18 for regular screenings.

I don't go to the cinema nearly as much as I used to.

Posted by: Carrie at September 28, 2011 10:58 AM

Knock on office door
Movie Exec: Yes?
Assistant: You got a few minutes, Bill?
ME: I've got a meeting in five minutes, Tommy.
A: We'll be done in three.
ME: Make it two.
A: We just got the newest batch of 3D feedback that you asked for. The guys in R&D came up with a pretty interesting system to measure the return of ticket sales versus...
ME: Tommy.
A: Right. Well, things aren't good Bill. It looks like people are going to see 3D movies less and less. Complaints are growing that the screens are too dark, they're getting headaches, it's more difficult to suck...
ME: Get to the point, Tommy.
A: Uh...well, they're saying that it's no longer a profitable model. There's maybe six more months of viability before we start seeing declines.
ME: What kind of declines?
A: Massive declines. Sir.
ME: Sales of our 3D LED TVs are still growing. Did they factor that in?
A: Uh, yes. They expect to see decline in the secondary market before too long as well. People just don't enjoy 3D movies as it turns out.
ME: Nonsense! I know people who won't even go see a movie anymore unless it's in 3D.
A: Yes, but R&D tells us that all those people are retards or douchebags and aren't to be trusted.
ME: Their words or yours?
A: (slides papers across desk)
ME: *sigh* Alright, well since this whole thing is going to blow up anyway, we might as well bleed them dry while the window is still open. Any ideas?
A: We still have the script for DoA 2: Jiggle Festival somewhere around here.
ME: We need something more...
A: Blatantly evil, Bill?
ME: Right. Really abhorrent.
A: We could start charging theaters for 3D glasses.
ME: I like the way you think, Tommy.
A: Okay great. I'll make the calls.
ME: Oh, and Tommy.
A: Yeah, Bill?
ME: We've still got one minute left. Why don't you shut the door and come sit on Pappy's lap?
A: ...y-yes, Pappy...

Posted by: superasente at September 28, 2011 11:02 AM

Like Paul Anka sang on "The Simpsons" once: Just don't look.

Posted by: RobP at September 28, 2011 11:10 AM

I've already abandoned 3D for good, watched Thor in a theater far away but it was worth it because I didn't need glasses to see it... then when Green Lantern opened, a movie I would see knowing it would suck, it was only available in 3D, which means I didn't get to watch it. Didn't really miss it, anyway. Now that's only one more reason for me not to watch 3D movies.

Posted by: zito at September 28, 2011 11:20 AM

My only concern is this might result in ticket prices going up across the board. I saw one movie in 3D (Tron: Legacy) and pretty much decided never again, so something that just affects 3D showings I don't care about. I'm just skeptical that something like this wouldn't spill over into standard 2D showings as well.

Posted by: Socrates_Johnson at September 28, 2011 11:25 AM

In the past 2-3 years my cinema-going has dwindled to literally about 3 movies a year. The prices (parking, snacks, tickets), the general rudeness of audiences, the pervasive use of cellphones at all times, and the inability to find seats together if we're not willing to show up 45 minutes before the film starts has just made it a really unenjoyable experience. We invested in a really good sound system and a big TV and wait for most movies to come on demand or DVD.

At least in London and Dublin we can book the actual seats we sit in when we buy the tickets so we can skip all the commercials and show up when the movie starts. Still doesn't get rid of the cellphone addicts but at least I'm not paying $20 to sit in a bad seat.

Posted by: PaddyDog at September 28, 2011 11:36 AM

we can skip all the commercials and show up when the movie starts

I did this when I went to see Super 8, and they didn't show any ads or trailers! We missed the first ten minutes. Don't change the rules on me cinemas!!

Posted by: Carrie at September 28, 2011 12:11 PM

Does anyone else need another reason to stop going to see 3D movies?

Posted by: John W at September 28, 2011 12:15 PM

Posted by: superasente

You're probably not that far off either. The "we're losing money so charge more" thing wouldn't surprise me. And Tommy is such a whore.

Posted by: Paultera at September 28, 2011 12:20 PM

Posted by: Baboon at September 28, 2011 12:32 PM

Uh, they already won the evil raffle like two weeks ago when they changed the PSN end user agreement to make people unable to bring class action lawsuits against them.

Posted by: Salad_Is_Murder at September 28, 2011 3:00 PM

Um, am I the only person already paying $2-$3 more per ticket for 3D over regular movies? I'm confused about what's happening here. Does this mean they're going to be $5-$6 more per ticket than regular-amount-of-D movies?

Also, I'm with Pfft... I started keeping those fuckers a while ago. I've got 3 or 4 pair lying around. SO, if I want to go to the movie that's in 3D, I'll just pay for a different movie and sneak into the 3D one.

Posted by: Anna von Beav at September 28, 2011 3:03 PM

The most annoying part of the 3D glasses is that they won't let you bring your own.

Posted by: Me at September 28, 2011 5:43 PM

Hehe, in Australia, we have to pay a dollar to buy the glasses with our ticket as an option. Most people hold onto them and try to remember to bring them to the cinema next time.

But, 3D ticket prices are still annoyingly higher than 2D

Posted by: Antonio at September 28, 2011 5:46 PM

Me - Hard to tell your gender form your name, but if you are a chick, or a man comfortable with yourself, bring a pair in a purse.

Like Pfft, I have saved the last couple pairs of 3D glasses, and not paid the extra $3 to "rent" them from the theater. "Rent" because you get charged then asked to leave in the recycle bin. Bitches.

Posted by: The Woo at September 28, 2011 7:21 PM

One can only hope that this means there will soon be no more 3D movies.

Posted by: Littlejon2001 at September 29, 2011 1:56 AM