TV in 3D Craze Hits the Super Bowl

Written by Sam Baltrusis

Wednesday, January 28. 2009 at 01:05 PM EST 1 comment

Digg   Del.icio.us   Reddit   Email This

• Login to Rate

More than 150 million pairs of Intel Corp. (Nasdaq: INTC)-sponsored 3D glasses have been delivered nationwide for what NBC Universal is calling a "monsterous" event airing at the end of the second-quarter break during Super Bowl XLIII on Sunday, Feb. 1.  

DreamWorks plans to unveil a 90-second 3D movie trailer for its upcoming film, Monsters vs. Aliens, which hits theaters in March. In addition, SoBe is launching a 60-second 3D commercial for Lifewater featuring NFL stars Ray Lewis, Justin Tuck, and Matt Light doing a pas de trois. And on Monday, Feb. 2, fans of the NBC spy series Chuck will have the chance to reuse their glasses for a special hour-long episode in 3D.

American Paper Optics, the Memphis, Tenn.-based manufacturer of the glasses, spent three months producing the specialized ColorCode 3D specs for the Super Bowl promotion. The company tells Contentinople that it had to ramp up the initial order of 125 million to 150 million to meet demand.

Jason Lewin, marketing director at American Paper Optics, says the company delivered 30 truckloads of the glasses, and "if they were stacked end to end, they would stretch around the world one and a half times."

Lewin says he's seen a renewed in interest in 3D technology fueled by the Super Bowl push. "We've been in business for the past 18 years and the interest in 3D comes in waves every 30 years or so, starting in the '50s, then the '80s, and now," he says, adding that 20 big-budget flicks are slotted for release in 2009 using the 3D technology.

"Based on demand, I strongly believe 3D is here to stay," Lewin says.

While the 3D glasses are distributed via SoBe Lifewater retail outlets and displays or through a special hotline at 1-800-646-2904, Lewin says he's seen the ColorCode 3D specs on the eBay auction block. "The intention was for this to be a free promotion," he adds. "But the demand is so high that sales on eBay have gone through the roof."

Can't snag a pair? Don’t fret. Lewin says the Super Bowl commercials and special Chuck episode are designed so that viewers will see a clear image on the screen -- with or without the 3D glasses.