Monsters vs. Aliens Gets 3-D Super Bowl Promo

Published by Jeff Leins on: January 6th, 2009

Around 150 million 3-D glasses will be distributed to view the 3-D trailer for Monsters vs. Aliens playing during the Super Bowl on February 1.

Trailers have been shown on 3-D before, but this marks the first time it has been done for such a large audience. Jeffrey Katzenberg, CEO of DreamWorks Animation and the studio behind the stunt, wouldn’t offer a figure to the AP, but the costly event “involves tens of millions of dollars,” he said.  The studio will release all future animated films in 3-D, starting with MvA in March 2009.

Katzenberg has been an active proponent of 3-D for years.  He touts the technology every chance he gets, so it’s no surprise he has picked the biggest telecast of the year to premiere the capabilities of the new feature.

According to DreamWorks Animation, the glasses will use Intel InTru 3D and ColorCode 3-D, rather than the old red-blue anaglyph system.  The disposable glasses will be distributed at participating Pepsi/Sobe retailers, including select grocery stores, drug, and electronic stores across 28,000 locations.

NBC, who is broadcasting the Super Bowl, is then having a 3-D episode of “Chuck” the following night.

Is this really the best way to show off 3-D to the masses?  The studios, especially DreamWorks, are pushing 3-D as the future of cinema in hopes that the added dimension will lure audiences during a time when it becomes easier to find programming on demand.  I’m not sure flimsy glasses for a few minutes of catchy craziness is going to convert many people, especially during the usually hectic football gatherings.  As a movie fanatic, I’m curious about the promotion.  Will everyone else care?