Tuned In

What Will You Put on Your Face for TV's Sake?

I’m preparing for my annual Super Bowl Ad review extravaganza this Sunday night (in which I TiVo the game, watch and review every ad on the spot, and fast-forward through the entire game itself; the reviews usually post, with video, early Monday morning). As part of that, the good folks at DreamWorks and Pepsi sent me 3-D glasses to use in watching the game’s (I’m told) first-ever 3-D ad break, which will include a trailer for animated flick Monsters vs. Aliens and a 3-D spot for SoBe Lifewater. The specs will also come in handy for a 3-D episode of Chuck NBC is airing Monday. 

Now, I haven’t watched the screener of Chuck yet. And I don’t want to pre-judge the Super Sunday ads. But as an entertainment writer, I have lived through several waves of “3-D is really going to break through this time, no seriously it’s different now we mean it.” And I continue to have the same, perhaps ignorant, reaction: no, it is not. For the simple reason: You have to put things on your face. 

I may be the wrong person to judge. As you can see at right, I wear glasses, so 3-D is not the friendliest technology to me. Balancing the paper spectacles over my real ones (I hate contacts and am blind without them) is a fun lark, but it gets annoying enough sitting through a couple minutes of advertising. I’m kind of dreading keeping them pinned on while watching a full episode of Chuck. (Let alone while taking notes.) 

Of course, most Americans are not four-eyes like me. I understand the marketers and NBC have made a real push to get the specs on America’s face come Super Sunday and I’m sure it’ll be a good enough time. But I’m as skeptical there’s a bigger future for 3-D as I have every other time I’ve heard entertainment execs pitching it. 

Maybe I’m wrong this time. Will you be wearing the glasses Sunday night (or for Chuck)? And who would you bet money on: the monsters or the aliens?

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  • Chaddogg

    Uh, as a Chuck fan, how do I get the glasses? Not like it’ll matter (although seeing Yvonne Strahovski in 3-D will be pretty awesome — it’s like she’s in my living room!) since I’ll probably forget to pick them up, or they’ll be out, or I’ll forget to put them on…but I’d like the option.

  • James Poniewozik

    @Chaddogg: You’re not drinking enough delicious, refreshing SoBe Lifewater! They are apparently being given away free in SoBe displays at various grocery and drug stores.

  • Ashman

    I haven’t seen any glasses anywhere, but they are supposedly at various food and drug stores and gas stations and that sort of thing. Sobe is distributing them, I think.
    .
    As for the technology itself, I was around for the golden era of 3d and while I do have fond memories of It Came From Outer Space, I absolutely reject the asseration that it will ever be more then a neat thing to add to various theme park attractions.
    .
    As for as marketing gimmics and general release movies and television shows are concerned 3d isn’t going to work. People with glasses don’t like having to wear even more glasses. Various astigmatism inflicted people get headaches. Mostly though, people are often superficial and they have enough self awareness to not want to have to wear funny glasses.
    .
    Instead of investing in 3d to drive up interest, tell a good story. It will find an audience, and if it doesn’t, well, 3d is not going to save you.

  • http://procrastinationchronicles.com procrastinator

    i think it’s a total annoyance, i wouldn’t mind if it was just an added value so that some folks could see a bit more if they’ve got them on, but if this screws up a chuck episode, i will… i will stop buying sobe! ok so i don’t buy sobe now which is probably why i have yet to see a glasses giveaway display.

  • Tom Shaw

    As an uncle who has recently taken children to a couple of 3-D movies, let me definitively state:
    -
    No one cares about 3-D.
    -
    It is a simple cost-benefit analysis: in exchange for all the hassles of procuring and wearing the glasses (and in my case above, have you ever had to force a 5 year old to wear something they absolutely refuse to for an hour and a half while other people nearby glower at you), all you get out of it is a couple bits where things fly at you.
    That’s it.
    -
    So no, the technology will never catch on, and any attempts to use it will always be one offs; I imagine they are keeping a un-stereoscoped version of Chuck for DVDs/synidcation/etc.
    -
    Re: monsters vs aliens- clearly aliens. Air superiority is nothing compared to space superiority. I don’t care how proficient they are at hiding under beds, start tossing asteroids at monsters and they’ll cave quickly enough (although Yeti might make out in a nuclear winter-like situation caused by multiple impacts!)

  • http://terrorintheheartland.com mcchris

    I remembered a Coke ad in 3-d from my childhood, so I did a Google query. The New York Times says Coke sponsored a 3-d Super Bowl halftime show in 1988. I suppose a “3-d ad break” is different from a 3-d ad-supported halftime show, but I’m not sure why this distinction would matter at all.

  • erichvandussen

    All these posts, and no one’s combined the words Super Bowl, 3-D and wardrobe malfunction yet?

  • http://www.simonvinkenoog.nl/beeld/Yogi%20-%20Annelies%20Rigter.jpg yogi

    “And who would you bet money on: the monsters or the aliens?”
    .
    Pixar. I’d always bet my money on them over DreamWorks.

  • mchristiansen

    Chuck and the Dreamworks preview will be shown using ColorCode 3-D, a Danish 3-D technology that promises a “nearly normal image” if you’re not wearing the glasses. http://www.colorcode3d.com/main/main.htm

    The glasses required are apparently different than your standard 3D glasses, but worry not. For a mere 45 Euros you too can buy ColorCodeView Pro glasses that look like they’d easily fit over your regular glasses, in addition to being so stylish you’ll probably wear them around town. http://www.colorcode3d.dk/group.asp?group=96

  • royfromage

    1) Will Chuck be watchable without the glasses? I don’t feel like driving all over town to hunt down a pair.

    2) I saw the U2 3D movie last year. It was awesome.

  • Rorschach

    I think if I were watching a U2 movie I’d prefer accessories for my ears rather than my eyes. Preferably of the plugging variety.

  • usesherbrain

    I have to make a shout-out for the small population of people who can’t see out of (or have significantly decreased vision in) one eye.
    .
    3-D crap sucks for us. And gives us headaches if we try to squint through it with glasses on. Stupid binocular vision.

  • Dave

    @usesherbrain – Just so you don’t think the grass is greener for those of us more easily capable of viewing 3D stuff… it sucks for all of us.
    `
    I’ve got my glasses ready for both the SB ads and Chuck (heck, I’ll give them the benefit of the doubt), but my expectations really couldn’t get any lower. I’d rather watch a Heroes-Knight Rider crossover than be forced to watch a program I want to see in 3D.

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