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Theaters group upset Sony to end free 3-D glasses
RYAN NAKASHIMA
(The Associated Press)



09:13:43PM (DST) Thursday,September 29,2011.

LOS ANGELES (AP) — Sony Corp.'s movie studio will save millions of dollars per movie after it told theater owners it will stop paying for 3-D glasses next May. But moviegoers could end up footing the bill.

Sony Pictures suggested in letters sent the last few days to U.S. theater owners that they adopt a "guest ownership model" prevalent in Europe and Australia and charge patrons separately for the glasses, which they can re-use on future visits.

RealD Inc., one of the main suppliers of glasses, said a pair in Europe sells for about a euro, or around $1.36 at today's exchange rate. Most patrons spend more than $3 on popcorn and sodas each, according to major theater chain Regal Entertainment Group, and the average ticket to a 3-D movie already costs a few dollars more than a ticket to a traditional showing.

There also are designer 3-D glasses that run more than $100 a pair.

The change Sony's planning would come just before Sony is to release its 3-D blockbusters for next summer, "The Amazing Spider-Man" and "Men in Black III," although some of Sony's 3-D movies, including "Arthur Christmas," come out earlier.

Sony Pictures spokesman Steve Elzer said in a statement that "there are constructive ways to deal with the cost of 3-D glasses that will not adversely impact consumers and can also help the environment." He called on theater owners to come to the table to work out the issue.

Usually, such negotiations happen behind closed doors. In this case, Sony going public with its new policy didn't sit well with theater owners. The nation's largest cinema trade group, the National Association of Theatre Owners, said the unilateral policy change was "insensitive" to consumers in a weak economy.

Regal Entertainment Group on Wednesday threatened to cut the number of screens showing 3-D films if the move means it or its patrons will have to pay more.

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After the dust clears there will be a new 3D gadget coming soon.

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