Posted on Saturday, January 3rd, 2009 by Peter Sciretta
Last week I recieved a mysterious e-mail:
Happy New Year -
Apparently Monsters Vs. Aliens will be the first movie trailer in Superbowl (or maybe even television history?) to be broadcast in 3D. On February 1st, during the Superbowl, the 3D trailer will air. So where do you get the 3D glasses for this experiment? Well, as you might have heard, NBC is also airing a special 3D episode of Chuck later in the month (the trailer is likely to re-air in 3D at that time). Viewers will be instructed to pick up special glasses at any Sobe or Pepsi display at participating retailers to be able to watch the commercial and television show in 3D. I love the idea behind the concept, but the execution is pretty baffling.
Sadly, this is Anaglyphic 3D technology (aka Red eye/Blue eye) which is 50 year old technology. I’ve heard Jeffrey Katzenberg speak about the dangers of the public’s perception of that old technology. His big pitch is that the new technology is far superior, and that the concept of Anaglyph is holding the 3D movement back. I’ve been a big supporter of DreamWorks Animation’s 3D workflow, and the technology, but this seems backwards, even to me. James Cameron has also been outspoken against studios using Anaglyphic technology for DVD releases. So it seems strange that Katzenberg would use the old technology to promote the new technology. Almost sad.
Update: Apparently Anaglyphic 3D technology (aka Red eye/Blue eye) will not be employed for this stunt, even though red/blue glasses are shown in the television advertisements. The glasses will use Intel InTru 3D and ColorCode 3-D, and Katzenberg says it will be better than the old anaglphic technology but not anywhere close to that of today’s 3D digital cinema. But from what I understand, ColorCode 3-D is amber and blue lens, and is only a slight improvement on the old Anaglyphic technology.
photo credit tvbythenumbers