3D glasses for 3D movies! They're lightweight, they're cheap, they make cool immersive 3D effects possible, and... they're rapidly losing popularity:
After releasing disappointing second-quarter earnings late Wednesday, IMAX Entertainment CEO Greg Foster said in a conference call the giant-screen company would cut back on 3-D releases to rejuvenate the business... “It’s worth noting ‘Dunkirk’ was showing exclusively in 2-D, which consumers have shown a strong preference for,” Foster said on the call... As it moves to ditch 3-D, IMAX has recently opened its first virtual reality centers, where people strap on eyewear of a different kind to jump into immersive VR experiences using high-end rigs like the HTC Vive. And while Hollywood produced a record 68 3-D releases last year, the MPAA reported an 8 percent drop in attendance to those films.
IMAX's aforementioned VR experience, by the way, is actually not very popular at all, but that's a topic for another post.
What's striking is that 3D movie glasses have been around since 1952, have vastly improved throughout that time, provide access to all kinds of great content, cost just an extra $3-6 dollars or so compared to seeing the 2D version of the same movie. And yet... most of the public... just doesn't want to wear them... for even 90 minutes. Yes, 3D movies gross a disproportionate amount of money because of the higher ticket prices (which is the main reason Hollywood pushes them), but in terms of absolute consumer numbers, the vast majority opt for 2D over 3D. (And per above, even that revenue is shrinking.)