Fox Wants Theaters To Foot The Bill For 3D Glasses
by David Lieberman, USA TODAY
USA Today.com News ISBN/ITEM#: CM090415FWTFTB
Date: 15 April 2009
Links: USA Today.com Article /
NEW YORK — Hollywood studios and movie theaters are seeing double over a new dispute that could determine how quickly consumers will be able to enjoy the fast-growing number of 3D films in all their multidimensional glory.
At issue: Who will pay for millions of disposable 3D glasses? Thus far, studios have picked up the tab in theaters that use technology from RealD, which has about 90% of the 3D market.
But Fox wants to shift that charge to exhibitors for its first 3D release, Ice Age: Dawn of the Dinosaurs, which opens on July 1 - prompting a strong protest from Regal Entertainment, the largest theater owner.
"Other studios are watching this very intently to see whether Fox prevails," says Research Associates analyst Marla Backer. If it does, "Then other studios will say, 'We also want to have the exhibitor pay.' This is going to be an interesting test."
There's a lot at stake. The glasses cost as much as $1 apiece. That can amount to about 20% of a theater's take from a $10 movie ticket.
(Source: USA Today.com)