3D Glasses

As the number of 3D  movies has ramped up over the past few years, have you ever had the feeling that you were getting away with something by only paying three or four dollars more for a 3D movie? Yeah, me either. Adding on about a third of the price of a regular ticket seems more than fair for just adding one more dimension, but the studios’ bottom line doesn’t agree. You see, it costs a movie studio an upwards of $10m to furnish theaters with the 3D glasses they need for a big tentpole 3D release, and with box office sales of 3D movies dropping like stones over the past several months, they’re starting to think that $10m isn’t worth it in the long run. So what are they going to do about it? Stop making 3D movies because the cost of production isn’t meeting the demand for the product? No, stupid! They’re going to raise the price of a 3D ticket even further so that we can pay for our own glasses. Or at least, this is the step that Sony Pictures is taking. In a letter sent out to exhibitors, the studio said they will no longer be covering the cost of the glasses for their upcoming 3D films like Men in Black III and The Amazing Spider-Man, and that theaters would have to take it upon themselves to sell glasses to the consumer. This will probably hash out to about another 50 cents a ticket, unless theater owners […]


Of course you wouldn’t. That means that either Marchon3D has the dumbest idea in the history of capitalism or their product just isn’t meant for those of us with empty wallets and full brains. The company is going to begin stalking stocking movie theaters (starting in San Diego and Huntington Beach) with vending machines that dispense designer 3D glasses ranging in price from $22 to $70. According to Digital Trends, Marchon3D glasses will all work with RealD as well as passive screens that you might find in and around your household. You can even check out the company’s website to read all the vague reasons that make their glasses superior. “Minimal distracting lens reflections”?!?! Sign me up! Keep the change! As much as this concept panders to people with too much money on their hands (and a desperate need to look great in a completely darkened room), the company might be on to something with their model that clips on to regular eyeglasses. If there’s one complaint that resonates it’s that 3D glasses are a pain in the iris for anyone who already needs glasses to see the movie, and if the Marchon3D model works, it might be a nice accessory for some film fans to pick up. Otherwise, this whole thing, the idea of spending $70 on something the theater gives you for free, is so patently moronic that I wished I’d thought of it first.


Boiling Point

Listen, 3D is a contentious issue. Lots of people hate 3D and let it be known almost daily. I guess I get it. I mean, sometimes 3D is done poorly. Sometimes it’s annoying. It’s kind of a gimmick. Then again, there has been some good 3D, too. Transformers: Dark of the Moon looked amazing, Thor and Captain America were both well done, and plenty of movies from My Bloody Valentine 3D to the Final Destination films (recent ones) have been fun in 3D. We’re also moving into a new age of 3D, one where some of the most respected directors in the world are making 3D films. Peter Jackson, Steven Spielberg, James Cameron, Francis Ford Coppola, Ridley Scott, all the major players are going to play with 3D and many of them love it – like Ridley Scott who said, perhaps exaggeratedly, that he’d never make a film without 3D again. So, for now, 3D is here to stay and while it can be imperfect, often it’s fun. There is one instance, however, when the 3D kind of sucks no matter what.

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published: 12.23.2014
published: 12.22.2014
published: 12.19.2014

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