For ninety seconds, the Superbowl viewing audience will be donning those funny glasses to watch the first screening of "Monsters vs Aliens" - in glorious 3D!
Taking into account how big the Superbowl is, not just to the States, but worldwide, the minute and a half screening will cost...wait for it...tens of millions of dollars. And a good portion of that will go to getting the 150 million sets of glasses out to the potential audience.
These won't be the red and blue cellophane monstrosities of the past, however, but a new set that combines Intel InTru 3D and ColorCode 3D allowing viewers with the specs to see great 3D effects but also letting those without see a normal picture.
The glasses will be distributed free at Pepsi/SoBe Life Water displays at 28,000 locations - basically anywhere you can get a can.
"Monsters vs Aliens" is Dreamworks latest production that features the voices of Reese Witherspoon, Hugh Laurie, Kiefer Sutherland as a ragtag band of monsters trying to defend the Earth from alien invasion.
The directors, Rob Letterman and Conrad Vernon, said they will be pursuing a special kind of scientific investigation when they view the commercial from home. "With beer," Vernon said, laughing. "We're going to test the effects of beer and 3D," said Letterman.
Source: USA Today