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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