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Cinemas were paying half of the ticket fee to RealD, technology supplier of the movie while 40 percent of the cost was borne by studios.
RealD is the global licensor ofstereoscopic (three-dimensional), or 3D, technologies. It also supplies 3D eye wears, display and gaming technologies to electronic manufacturers, content producers and distributors.
In most US cinemas, 3D glasses are provided by RealD.
Sony wants the cinemas to foot the bill completely which have led to a standoff between the two, according to the Bloomberg report. For the cinemas, it would amount to substantial reduction in their profits they get from charging higher prices for the 3D shows.
Industry watchers believe that the dispute will be settled as the release date approaches and they predict the possible outcome as the studio bearing the cost. They point out a similar dispute between Twentieth Century Fox and the cinemas at the time of the release of “Ice Age: Dawn of the Dinosaurs” and Fox relented then. …
The movie premiered on the world’s biggest 3D screen in Berlin on May 14. The left and right eye images were projected with four Sony 4K SRX-R320 projectors. Sony Pictures was awarded Guinness World Record for its giant 26m x 14m 4K 3D projection of the “Men In Black III”.
See the full story here: http://www.ibtimes.co.uk/articles/342990/20120519/men-blackiii-3d-release-sony-pictures-amazing.htm