Dolby’s new 3D glasses are a far cry from the cheap setups you usually get in theatres.  Look for them to find their way into your theatre soon

The last time I saw a 3D movie, it was Resident Evil.  I’m not here to get into how the movie was, but the glasses themselves felt like I could’ve bought better glasses at a gas station.  In fact, I’m sure of it.  Now, I get it...you’re “giving” them to the general public (of course we always pay for them somewhere), not to mention that they come in a plastic bag.  However, Dolby has created 3D glasses fit for the technology.

Utilizing 3M’s multilayer optical film lenses, the glasses actually fit your face.  They are anti-glare, anti-scratch, and most importantly anti-goofball.  These things look great, and are designed to replace all old 3D glasses in movie theatres everywhere.

Theatres need to be able to track glasses such as these, which is why Dolby has included individual serial tags that allow for tracking and stock coordination.  Further, priced at $12 a set, it can’t be that much more than what they’re paying for the cheap standard-issue now.

My guess is that they’ll likely continue to carry the old style and sell the upgraded style in the theatre for the user to retain and take home for future use.  Perhaps they’ll allow you to check them out and return after the movie (likely getting your ID or credit card back).  But, regardless of what they intend, one thing is for certain:  they’ll find a way to charge far too much for it!

There is another option, that could be unlikely, but there is logic involved.  Dolby pays any offsetting costs created by the upgraded viewing glasses.  Why?  Well, the answer is simple:  fuelling the market.  If the 3D market tanks due to a lack of technology or consumer interest, Dolby will take a huge loss in their market share of 3D projectors.  In that light, it makes sense.  In other words, it’s all about self-preservation.

Image Credit: lg.com