Exhibs hit back at Sony

The National Association of Theater Owners has responded to Sony's decision to stop providing 3D glasses to moviegoers, calling the news "insensitive to our patrons." On Tuesday, word broke that the studio would cease to subsidize the eyewear, which can cost millions per stereoscopic pic. "Sony's actions raise serious concerns for our members who believe that provision of 3D glasses to patrons is well-established as part of the 3D experience," the org said in a statement issued Wednesday. "Since the onset of the digital 3D revolution in 2005 it has been understood that exhibitors would bear the weight of technological and facility modification costs related to 3D, while distribution took on the cost of 3D glasses. Any changes to that understanding must be undertaken through the mutual agreement of both sides of the business." Regal Entertainment CEO Amy Miles pointed to the success of 3D -- but also hinted at possible ramifications that a change in subsidizing 3D glasses could cause saying, "This could result in fewer screens exhibiting 3D films." "Under the current model, 3D has generated more entertainment options for our customers and helped exhibitors and studios generate incremental box office revenue," Miles said in a statement. "To the extent that Sony seeks to change the current model in a manner that shifts costs to exhibitors, we would be forced to evaluate this new economic model and program our screens accordingly." But the glasses aren't the only thing NATO's upset about. The release also cites the Warner Bros., Fox, Sony and Universal "failed" premium VOD experiment as evidence that both sides need to negotiate before making big exhibition decisions. Sony plans to stop subsidizing 3D glasses next May with "Men in Black III" and "The Amazing Spider-Man," bucking the trend that Disney started in 2005 when it provided them outright for "Chicken Little." "We are amenable to alternative models for distributing 3D glasses as long as the economics remain the same for exhibitors and our customers," Miles said. The nation's other largest exhib, AMC Theaters, deferred to the NATO statement. Contact Rachel Abrams at Rachel.Abrams@variety.com

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