Film-Tech Forum ARCHIVE: Theater chain rebels over 3D glasses...

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Posted by John Wilson (Member # 269) on 04-04-2009, 02:20 AM:

Link

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A new battle over 3D between the studios and exhibitors has broken out following 20th Century Fox's announcement that, beginning with Ice Age: Dawn of the Dinosaurs, theaters will have to pay for the polarized glasses needed to watch the film. Regal Cinemas, the nation's largest theater chain, said Thursday that it will only show the movie in 2D if Fox persists in its demand. Regal suggests that Fox is reneging on a previous agreement to provide the glasses. Entertainment Weekly quoted one exhibitor assaying, "To come in at this point and say they aren't going to pay for the glasses, yet they want all the upside of the revenue, is ridiculous."

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Paramount just tried this with Monsters Versus Aliens...they backed down when no-one would here run it in 3D.

Posted by Mike Blakesley (Member # 26) on 04-04-2009, 09:45 AM:

That'd be a great test for 3-D's "demand." If a studio refuses to pay for the glasses, the entire exhbition industry gives them a giant [fu]

and then runs the movie in 2-D. Then when the grosses are STILL great, the furor over 3-D being necessary to keep people coming to the movies will be exposed as the sham it is.

Of course, even if the movie does $125 million in a 2D debut, the studios will be whining that it "could have been over $150 million" if it'd been in 3-D.

Posted by Jim Cassedy (Member # 4115) on 04-04-2009, 09:56 AM:

If the head of Regal 'rebels' over 3D glasses,
will he be making a spectacle of himself? [Wink]