This article was last updated on April 16, 2022
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Sony picture’s decision of putting an end for funding of 3D glasses has been severely criticized by the National Assn of Theatre Owners. Sony has decided to put the cost of 3D glasses on to the consumer and other major studios may soon follow in their footsteps.
A Letter was sent to cinema owners by Sony Pictures recently which directed them to implement this new rule w.e.f. May 1 2012. Sony paid 50cents for 3D for each viewer. Sony are bracing themselves for the May release of two major 3D movies i.e. The Amazing Spider Man and Men in Black III.
Sony’s latest move is something that is commonly followed in countries outside the United States, where moviegoers purchase their own 3D glasses, which they can rent for each trip to the cinema or purchase one that they can use over and over again.
After the news of Sony’s letter to National Assn of Theatre owners became common knowledge exhibitors retaliated with a letter that said” NATO believes Sony’s suggestion is insensitive to our patrons, particularly in the midst of continuing economic distress, Sony’s actions raise serious concerns for our members who believe that provision of 3D glasses to patrons is well established as part of the 3D experience.”
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