20th Century Fox had an agreement with Regal (and others) to help them roll out a number of 3D screens, projectors and screens, but out of nowhere, they decided that they would not be contributing to the costs of the glasses required for the 3D experience.
Well not taking it lying down, Regal decided that they would simply not offer Fox’s 3D threequel Ice Age 3: Dawn of the Dinosaurs in 3D as planned, and are threatening to show it only in 2D at their cinemas.
I’m already paying fees to RealD for the systems. I’m paying to put in the silver screens and I’m paying to train employees to run the product. 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.
Regal theaters is the largest chain in the US, is threatening to NOT show the movie in 3D which may run the risk of losing attendance to theaters that are willing to show it in 3D.
For those patrons that enjoy a film more with the extra perk of 3D, this might not hurt the release of the film much, but it does send a clear message. With all the extra burden that the cinemas are enduring to lure patrons into the seats, and the drastic cut that the studios take from the opening weekend draw, it is pretty rude of them to suddenly decide that they wouldn’t contribute to the cost of the glasses AS AGREED.
See, this is where I think that Fox is dropping the ball on this. Its not like the studios are barking at Fox insisting that they pony up the cost. The original agreement was that Fox already WOULD be contributing to the cost and now they are backing out.
I don’t blame Regal one bit for taking this stand. I hope it works out for them.
