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Fox Wants Theaters To Foot The Bill For 3D Glasses by David Lieberman, USA TODAY
Date: 15 April 2009

Links: USA Article /

Up till now the disposable 3D glasses moviegoers use to watch the latest 3D movies have been provided by the Hollywood studios at their expense. If Fox has their way this will change and the costs will be picked up by the theater chains. We think that no matter who wins between the studios and the theater chains, it will be moviegoers who will end up paying in the end as the costs will most likely be passed on to them.

From release/information:

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

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