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artisanal film reviews | by maryann johanson

omg: you can buy your own 3D glasses at Odeon cinemas

I just discovered this at the official site of the U.K.’s Odeon chain of multiplexes:

OWN YOUR 3D GLASSES

Save money – and the environment – with 3D glasses you can use again. There are loads of awesome 3D films coming in 2010 – and we’ve found a way you can watch them and save money too.

Now, the first time you watch a 3D film at ODEON you’ll buy your very own 3D glasses for just £1 and pay a lower price for your ticket.

Instead of throwing away your 3D glasses at the end, hang on to them and bring them to ODEON next time you want to watch a 3D film.

Not only will you save money after the second 3D film you watch, you’ll be helping the environment by reusing your glasses too.

Look after your glasses and they’ll look after you

Enjoy many happy viewings with your 3D glasses: just take good care of them by popping them back in the plastic packaging after you use them. If you do damage your 3D glasses don’t worry – replacing them only costs £1.

There’s just one caveat: “Does not apply to IMAX 3D performances.” But that’s understandable, since there’s a different premium attached to IMAX tickets.

But still… what a great idea. I’m not aware of any U.S. or Canadian chain that’s offering this. At the Regal multiplex where I’m going to see Despicable Me again with my geek gang tonight, 2D tickets are $13 and 3D tickets are $17.50. That’s an insane markup. I’d love the opportunity to buy a pair of glasses for $1.50 — about where the pound sterling is at the moment — in order to save $4.50 each and every time I go to a 3D film. Hell, I’d even pay $4.50 to buy a pair of 3D glasses if it meant I wouldn’t have to pay that again for the next 3D film I see at a multiplex. (And yes, by the way, some critics do pay for their movie tickets. Sure, I go to press screenings, but not for every film I see — I can’t always get to the press screenings for everything — and certainly for the films I want to see again.)

And what a great way to create customer loyalty. If Odeon is gonna give you a discount for bringing your own 3D glasses but Cineworld won’t, which theater would you return to again and again?



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  • Isobel

    It’s a great idea – I hope Vue takes up the idea too as there aren’t any Odeons near me, it’s Vues everywhere.

  • This is new. But what they don’t mention is how insanely expensive it is to see a film now:

    http://www.odeon.co.uk/fanatic/tickets_and_pricing/s33/

    Essentially if you work during the day or can’t get to the cinema until the weekend, it’s £7.35.

    That price has doubled in just five years. I found a ticket for something I saw this time in 2006. It was £3.50. Then they add a surcharge for 3D.

    Which is fine if you’re a casual visitor, but if you’re a film fan and want to go regularly expect to be out of pocket.

  • bronxbee

    actually, after seeing my second 3D movie this year, i thought that this would be inevitable. and that eventually, 3D glasses will get the swank treatment and have all kinds of different frames and cases, etc. but i didn’t figure it would save any money, just that some entreprenuer would find a way to cash in on the idea of owning 3D glasses that would not be recycled or shared with anyone else.

  • Nate

    I figured this would happen eventually now that people are getting smarter about 3D quality and it’s not creating the inflated BO grosses studios hoped it would.

  • Isobel

    I went to the Vue in Leicester Square last weekend (Saturday matinee) and it was £12.95 for a 2D showing – I nearly fainted!

  • Becky

    Actually, Cineworld has done the ‘keep your glasses’ thing for sometime (yes, I have been trying to find a decent case for mine so I can keep them in the car for when I go to the pictures – movie geek? yep!)

    Also they do have the Unlimited card as well – which means as many movies a month as you want for a set fee. You do have to pay a surcharge of about £2 for 3D. Which means that the film has to be good as a film and a good use of 3D for me to hand over the extra cash.

    Yes, I do have one of these and it will be taken from me from my cold dead hands! I just object strongly to the surcharge!

    Personally – I want these: http://www.cineworld.co.uk/news/212/detail?WT.mc_id=Sub%20UK%20Designer%20Specs&WT.mc_id=Email_time_place_UK

    Proper glasses with their own case and everything. If 3D is going to be here to stay then I want decent glasses kathanx!

  • bats :[

    A theater chain not trying to nickel and dime its patrons to death? It’s madness! Madness!!

  • Mel

    They have this in Australia too. $21 for 3D movies, $17.50 for normal movies, $20 for 3D if you bring your glasses with you.
    So you’re still paying more for 3D anyway. Our cinemas sell it from the environmental angle as opposed to the cost one.

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