The upcoming 2009 US Superbowl XLIII (43), broadcast on NBC, will be showcasing the first broadcast 3D avertisement when it airs on 1 February 2009. The advert, for Monsters vs. Aliens, the upcoming Dreamworks Animation film, will occupy a 30-second advertising slot estimated to be selling for around $3m (slightly higher than the $2.7m slots sold by Fox last year). The production was originally rendered on the Intel InTru 3D hardware platform, allowing full 3D rendering in real time.
The broadcast will be using 3D anaglyphic supplied by Danish specialist Color Code 3D. While anaglyph is traditionally associated with blue-red glasses, the Color Code 3D technology is based around a brown-dark blue, which has much higher colour reproduction versus the older red-blue technology which produces greyscale or washed out images.
The major benefit of anaglyph technology is that it does not requiring a specific 3D screen, unlike polarised stereoscopic images. Anaglyph images are simply a single screen shot compiled out of a left-right image using two colours to seperate the image. This means that all viewers will be able to view the 3D advert by collecting appropriate glasses. Dreamworks will be supplying a reported 150m Pepsi/SoBe sponsored glasses through local retail spots. In addition to the Superbowl trial, NBC will reportedly air an episode of comedy series Chuck in 3D on 2 February 2009.
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