And guess who they'll be passing it on to? Spoiler: it's you!
One day, and it might not be too far off, we're going to look back at all our posts about how horrible a $2 upcharge for 3D movies is and laugh. Not because the extra charge will totally be worth it or because we'll all be super rich, but because that's only the start.
The common misconception is that the extra cash you spend on a 3D movie ticket goes to the glasses, but that isn't the case. That extra money is to help theaters make back the money from the projectors they spent a bundle on. The glasses are paid for by Sony. At least for now.
Starting in 2012, the company is going to stop paying for the glasses and making theaters foot the bill. That means that somewhere between $5 million and $10 million per blockbuster movie will be spread out among theaters. And of course, that likely means that the cost will be passed on further to those buying the tickets in the first place.