Wearing Google Glass at the movies never was cool to begin with, and now it's official: You can't use the smart eyewear inside theaters. The Motion Picture Association of America and the National Association of Theatre Owners on Wednesday said they were officially banning the use of Glass and other wearable recording devices in the cinema as part of an updated "anti-theft policy." The MPAA has said the movie industry loses billions of dollars a year due to piracy.

:As part of our continued efforts to ensure movies are not recorded in theaters ... we maintain a zero-tolerance policy toward using any recording device while movies are being shown," the two groups said in a joint statement. "As has been our long-standing policy, all phones must be silenced and other recording devices, including wearable devices, must be turned off and put away at show time. Individuals who fail or refuse to put the recording devices away may be asked to leave." Several movie chains already had Google Glass bans in place. Google did not immediately respond to a request for comment.