Google Glass has been available in the UK for less than a week, but the largest cinema group in the region is already stating that the wearable tech will not be welcome in most of their represented establishments.
The Cinema Exhibitors Association, which represents the interests of around 90 percent of UK cinema operators, is putting the kibosh on Glass before it has a chance to take hold.
"Customers will be requested not to wear these into cinema auditoriums, whether the film is playing or not," CEA chief Phil Clapp told The Independent.
The Independent also notes that individual theater chains are also planning to implement a ban on the device, which won't be able to be worn "once the lights dim."
The main concern here is that Google Glass, basically being a camera you wear on your face, is perfect for those looking to record and distribute pirated copies of newly released films.
Google's suggestion when it comes to handling Glass in movie theaters is the same one they've had when it comes to Glass and any 'electronic-free' zone – treat Glass like a smartphone. If you're somewhere where smartphones are frowned upon, Google Glass is likely frowned upon too.
“We recommend any cinemas concerned about Glass to treat the device as they treat similar devices like mobile phones: simply ask wearers to turn it off before the film starts. Broadly speaking, we also think it’s best to have direct and first-hand experience with Glass before creating policies around it. The fact that Glass is worn above the eyes and the screen lights up whenever it’s activated makes it a fairly lousy device for recording things secretly,” says Google.
Google's "don't knock it till you've tried it" defense is unlikely to sway many in the industry, who feel that Glass is a perfect vehicle for piracy.
Glass is likely to receive similar treatment in theaters across the US. The famously strict Alamo Drafthouse, known for its focus on forcing proper moviegoing etiquette, recently banned Glass in their theaters once the lights dim.