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Beer? Check. Chicken wings? Check. 3-D glasses? Check. Is everyone ready for Super Bowl Sunday...
...historic moment for television, sports fans. Putting the III in Super Bowl XLIII, the very first commercial going into halftime will also be the first 3-D commercial in bowl history. It's a 90-second trailer for DreamWorks Animation's upcoming movie Monsters vs. Aliens. Viewers need a pair of 3-D glasses, which can be found for free at grocery and convenience stores nationwide. The stunt is a joint venture of DreamWorks and Pepsi, which is promoting its SoBe beverages in a follow-on 3-D ad later in the broadcast. (See the best and worst Super Bowl...
...worked longer on this than anyone in the history of the Super Bowl - 4½ years!" says DreamWorks' Jeffrey Katzenberg. (The 4½ years, by the way, is how long it took to make the whole movie, from which the trailer was taken.) "The last time someone has actually run more than a 60-second spot at the Super Bowl was when Nike did it in the mid-1990s. We wanted 90 seconds so we could take the time and try and tell a bit of a story...
...digital movie projector, converting its image to 3-D. Moviegoers will get disposable Polaroid glasses that look like sunglasses, making the 3-D effect far more engaging than it was with the old-fashioned red-cyan anaglyph cardboard glasses of the 1950s and '60s. That said, the Super Bowl commercial (as well as Monday night's episode of the NBC sitcom Chuck) is designed for TV broadcast and requires a setup that's similar to anaglyph - a newer, higher-quality version called ColorCode. "It doesn't bleed colors out the way the old anaglyph glasses did," says Katzenberg. "But consider...
...Katzenberg said Super Bowl viewers could still enjoy the commercials without the glasses: "If you don't wear 3-D glasses and you have three beers, it'll look like everything else you're looking...