DreamWorks to hand out 150 million 3-D glasses for Super Bowl ad
Last Updated: Monday, January 5, 2009 | 12:11 PM ET
CBC News
Around 150 million 3-D glasses are being given away in the U.S. so television viewers can watch a 90-second commercial during the Super Bowl game Feb. 1.
DreamWorks Animation announced the give away ahead of the telecast in which an advertisement for the animated film Monsters vs. Aliens will be shown with 3-D effects.
The cost of the stunt is somewhere in the "tens of millions of dollars" said DreamWorks CEO Jeffrey Katzenberg.
Katzenberg said the quality of the 3-D experience will be high. The glasses will use updated technology and not the old red-blue system.
Those without the glasses will see an ordinary image.
The film, launching at the end of March, features the voices of Reese Witherspoon as well as Canadians Seth Rogen and Kiefer Sutherland.
The plot revolves around a group of earthling monsters united to save the world after an alien invasion.
The glasses will be distributed free at 28,000 locations, including grocery, drug and electronics stores and big-box retailers.
With files from the Associated Press
