3D glasses vending machine

CHONGQING (CQNEWS) -- Since November, the largest Chongqing cinema -- UME began to market 3D glasses to customers. Although the cinemas still provide free 3D glasses, a number of mangers in Chongqing cinema introduced that it is imperative to promote the habit of wearing 3D glasses by themselves.

Cinemas market 3D glasses

As a reporter learned from UME Cinema on Nanbin Road, 3D glasses are not only placed on ticket counter but also inside the newly established 3D glasses vending machine. Different styles of 3D glasses are labeled for certain crowds so as to guide consumers to buy. The staff told reporters that crowds are encouraged to buy 3D glasses, but there is no mandatory purchase. The sold glasses can be taken away and reused by customers. They also expressed that UME is expected to stop providing free 3D glasses to customers beginning next year. In the future, customers will have to bring their own glasses or buy new ones at the theater.

Many fans expressed their disapproval

For the new theater policy "no longer providing 3D glasses" which will be implemented, reporter interviewed many film fans. Most of them disagreed because they think compulsive consumption behaviors exist in cinemas.

Some fans said, "The cinema sells 3D movie tickets without providing 3D glasses just seems like selling instant noodles without a seasoning bag or selling yogurt without straw, which are obviously wrong."

Some consumers said it would be temporary behavior to go the movie. Although they may buy the 3D glasses, the number of viewers who would reuse them is also very low.

Although most consumers are against, there are still some that accept it. According to the data provided by Chongqing UME, based on sales in November, 30% of the viewers have voluntarily chosen to purchase 3D glasses. The relevant responsible person in Chongqing UME, Fu Wei, expressed that glasses, as a tool contacting the eyes, will bring potential health risk by cross and repeated use.

Bringing your own 3D glasses has become a trend

The survey found that people bringing their own 3D glasses is becoming a national trend. It has become popular in many cities such as Beijing, Wuhan, Xi'an, Shenzhen and Sanya. However, considering the low acceptance rate by moviegoers in Chongqing, the local cinemas are very cautious.

The person in charge of Nanping Acto International Dream Cinema said: "Even under the inevitable trend of bring 3D glasses, it still needs some time to become popular in Chongqing. In addition, compared with coastal cities, Chongqing's lower consumption ability makes it difficult to market the relatively expensive 3D glasses".

The caution of Chongqing cinema is not unfounded. As the pioneer, Nanping Jinyi Cinema was forced to keep their grievances to themselves. Jinyi Cinema regional director, Mr. Jiang, said that in August this year they were the first not to provide 3D glasses. "Although the cinema released the announcement both online and offline half a month ahead, it still led to many complaints and customer decline. After twenty days of trying to sell the glasses failed, the free glasses are provided again."

So, are you willing to pay for the 3D glasses? (Translated by Shi Yali, Fathom Language Limited)