DreamWorks, Pepsi Offer 3-D Glasses for Super Bowl Ads5 Jan, 2009 By: Chris Tribbey
While the rough economy is keeping some companies from spending millions on Super Bowl advertising, DreamWorks Animation CEO Jeffrey Katzenberg will pony up to back his company’s commitment to 3-D.
More than 125 million free 3-D glasses will be given away at more than 25,000 retail locations this month, so Super Bowl commercial viewers will be able to watch a 90-second 3-D spot of the movie Monsters vs. Aliens, as well as a 30-second Pepsi/SoBe Life Water commercial. Pepsi will distribute the glasses.
Katzenberg told The Associated Press that the endeavor will be “perhaps the biggest media-advertising event in history” and said the campaign “involved tens of millions of dollars.”
The promotion, which was sprung on football fans Jan. 3 in commercials during the playoff game between the San Diego Chargers and the Indianapolis Colts, also includes an episode of NBC’s “Chuck,” which will air in 3-D Feb. 2, the day after the Super Bowl in Tampa Bay, Fla.
Intel Corporation will produce the glasses, which are of a much higher quality than the old red-blue glasses that were once used. Katzenberg also told the AP that viewers without the glasses still will be able to view the 3-D commercials normally.
In 2008, more than 97 million people watched the Super Bowl.