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Oakley Bows ‘Transformers’ 3D Glasses

20 Jun, 2011 By: Erik Gruenwedel

Glasses bow despite slipping 3D box office

Oakley June 20 unveiled limited-edition 3D eyewear for the June 29 first-ever 3D theatrical release of Transformers: Dark of the Moon from Paramount Pictures.

The Oakley 3D Gascan Transformers Limited Edition, which include graphics from the third edition of the popular Michael Bay-directed action-adventure franchise, feature passive polarization technology used by RealD, the largest theatrical supplier of 3D projectors.

Foothill Ranch, Calif.-based Oakley said it is working with CE manufacturers to incorporate the $150 glasses with compatible 3DTVs and 3D Blu-ray players.

Oakley 3D Gascan eyewear excluding branded movie logos is also available from $120.

“This film will push the envelope of 3D entertainment,” Oakley CEO Colin Baden said in a statement.

While 3D-compatible screens now proliferate within movie cineplexes, consumer interest in the format appears to be waning.

Weekend box office winner Green Lantern (Warner) was the third straight tentpole film this summer to fall below the 50% revenue level for 3D, joining Disney’s Pirates of the Caribbean: On Stranger Tides and DreamWorks Animation’s Kung Fu Panda 2.

Green Lantern was shown in 3D at 2,711 out of 3,816 locations, equal to 71.0% of total 3D screens. For a nonexclusive 3D movie, this is average and is part of a continuing trend of 3D at more venues, according to Ralph Schackart, digital media analyst with William Blair & Co. in Chicago. 

"We note that 71.0% is the highest non–3D exclusive rate this summer," Schackart wrote in a note.

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