Luxottica creates the first-ever line of prescription 3-D glasses

By T.L. Stanley on Fri Sep 17 2010


Italian eyewear brand Luxottica has created the first-ever line of prescription 3-D glasses, set to go on sale later this year, according to The Hollywood Reporter. I, for one, am thrilled by this news since a) wearing both regular specs and those ill-fitting 3D glasses at the same time is a real chore, and b) as it turns out, Justin Bieber's 8 Mile-esque film debut will be in 3-D! Just kidding about that second thing. If the eyewear marketer, which will sell the glasses in the U.S. under the Oakley brand, didn't see a potential boon here, it probably wouldn't be producing this line. Still, how big can the demand be? There's no doubt about the content, though, with a boatload of 3-D films like Harry Potter and the Deathly Hallows and Tron: Legacy queued up at the multiplex and many more still to come. (The first-ever 3-D porn flick is in the works, too!) TV networks are getting in on the act as well, with sports and nature channels being the first to jump into 3-D programming, and 3-D TV sets starting to make their debuts. Is the stylish Luxottica saying we can watch 3-D and not look like goofballs? Nice thought, anyway.

Newspapers, and their advertisers, want a piece of the 3-D craze

Posted on Mon Jun 14 2010


3-D is taking over. First it was the movies (Avatar), then magazines (Esquire). Samsung introduced the first 3-D TV. Now, the super-hot, cutting-edge animation technology is coming to newspapers and television. The Philadelphia Inquirer, aka "The Inky" (BrandFreak's hometown paper), published a 3-D section in yesterday's Sunday paper, complete with special 3-D glasses for viewing. A number of advertisers, including ING Direct, Macy's, Bloomingdale's, the Pennsylvania Lottery, Hewlett-Packard and Best Buy, took out 3-D ads in the section. The new-school technology didn't prevent some old-school puns, including this groaner from ING: "Checking. Now in Free-D!" Not to be outdone, ESPN has also launched its 3-D sports channel, beginning with coverage of the World Cup. Reports so far have been encouraging, though the most wide-angle shots featured in soccer coverage might not be the best showcase for the new technology.

—Posted by Elaine Wong



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