Will you pay more for 3D glasses when you go to the movies? And if so, how much would you be willing to pay?
Sony Pictures Entertainment has begun to notify theater owners that beginning next year, it will no longer pay for the RealD glasses needed to watch a 3D film. Sony and many other studios are pushing for an ownership model for 3D glasses, where filmgoers will need to either bring their own glasses, or buy a new pair at the theater. The studios have argued that this could be a new revenue stream for theater owners. Whether or not American audiences will be willing to pay extra for glasses on top of paying the additional fee for the 3D movies, which currently runs $3-$4 to begin with, might be an issue.