Super Bowl Viewers To See Movie Ad in 3-D
Audience members saw a 3-D broadcast of a football game in December.
(By Reed Saxon -- Associated Press)
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Monday, January 5, 2009
LOS ANGELES -- Talk about a monster of a promotion. Some 150 million 3-D glasses will be given away so Super Bowl viewers can watch a three-minute sneak preview of the big-screen animated feature "Monsters vs. Aliens."
Although 3-D telecasts are nothing new, this is the first time one has been done for such a large audience. DreamWorks Animation chief Jeffrey Katzenberg called the stunt "perhaps the biggest media-advertising event in history." He wouldn't give a hard figure on the cost, but said it "involves tens of millions of dollars."
Katzenberg promised that the quality of the 3-D will be superior to what has been done in the past. He said the glasses will use Intel InTru 3D and ColorCode 3-D, which updates the old red-blue Anaglyph system. The technology will also allow those without the glasses to see an almost ordinary image on the TV screen.
The glasses will be distributed free at Pepsi/SoBe Life Water displays at 28,000 locations including grocery, drug and electronics stores and big-box retailers.
"Monsters vs. Aliens," which opens March 27, follows a group of ragtag earthling monsters who try to save the world after an alien invasion. The film features the voices of Reese Witherspoon, Seth Rogen and Kiefer Sutherland.
The promotion was unveiled Saturday during NBC's telecast of the NFL's AFC Wild Card Playoffs between the Indianapolis Colts and San Diego Chargers. NBC, which will air the Super Bowl on Feb. 1, has its own interest in making sure the glasses are used, as it will air a 3-D episode of its series "Chuck" the next night.
"Monsters vs. Aliens" is co-directed by Rob Letterman ("Shark Tale") and Conrad Vernon ("Shrek 2"), who supervised production of the promotion that will air during the Super Bowl.
