Update: Monsters vs. Aliens in 3D During Super Bowl
January 3, 2009
islander90 has informed ComingSoon.net that during a football game on NBC, it was mentioned there would be a 90-second 3D trailer for DreamWorks' next animated movie Monsters vs. Aliens shown during the Super Bowl telecast on February 1, as well as during a special 3D episode of NBC's "Chuck" to follow later in the month. Viewers would need to pick up special glasses to be able to watch the commercial in 3D.
Oddly, this news might have slipped out prematurely, since Paramount informed ComingSoon.net last week of an announcement that was to be made via the AP Wire on Sunday night. Stay tuned for an update tomorrow if this is indeed the "big news story" of which we were forewarned.
UPDATE #1: On io9 we found this interesting tidbit about how the 3D episode of "Chuck" came about which seems to confirm the plans for a 3D event during the Super Bowl this year:
It was NBC['s idea]. They were doing this big promotion inside of the Superbowl and handing out 150 million 3-D glasses, so we are the beneficiaries of that. Initially their plan was to have a bunch of shows do it, but it was logistically complicated, so "Chuck" seemed like the best fit for that type of thing.
The glasses, which use the new Intel InTru 3D and ColorCode 3-D, will be distributed free at Pepsi/ SoBe Life Water displays at 28,000 locations including grocery, drug and electronics stores and big-box retailers.
You can now see the ad which ran during yesterday's football game below!
Monsters vs. Aliens is scheduled for release in conventional, In-Tru 3D and IMAX theaters on March 27.
UPDATE #2: And here is the official press release:
DreamWorks Animation SKG, Inc. (NYSE:DWA - News) and PepsiCo’s SoBe Lifewater today announced that they have joined together with Intel Corporation and NBC to create a first-of-its kind, nationwide ‘Monstrous’ 3D event for Super Bowl XLIII. This first-ever all 3D Super Bowl commercial break event will mark the debut of DreamWorks Animation’s premier 3D movie trailer for its upcoming feature film, “Monsters vs. Aliens,” which comes to theaters in the U.S. on March 27th.
In addition, the timeslot will feature a 60-second 3D SoBe Lifewater commercial marking the return of the ultra-hip SoBe lizards, who made noise during last year’s Super Bowl broadcast with one of the most talked about spots. DreamWorks Animation’s history-making 3D movie trailer was animated using Intel’s latest, high-performance processing technologies and will be broadcasted along with the SoBe television spot at the end of the second quarter of the game, which airs on NBC on Sunday, February 1, 2009. Viewers will have the opportunity to re-use their glasses for a special 3D episode of NBC’s hit comedy “Chuck,” airing Monday, February 2, 2009 (8-9pm ET.)
Intel has produced over 125 million pairs of 3D glasses, which are being distributed by PepsiCo through the SoBe Lifewater brand. The glasses will be disseminated via 25,000 SoBe Lifewater retail displays in grocery, drug and other retail venues beginning in early January and will be FREE to consumers. Should a display’s supply of glasses run out, consumers can call 1-800-646-2904 in order to obtain a pair.
NBC viewers will be alerted to the SoBe Lifewater Super Bowl Displays via a series of tune-in spots airing beginning on January 19th. Displays and tune-ins will instruct viewers to use their 3D glasses on Super Bowl Sunday, with additional messaging, “Don’t Chuck Your Glasses,” prompting viewers to re-use them during the special 3D episode of “Chuck,” which will feature a special guest appearance by NBC Sports analyst and Super Bowl champion Jerome Bettis.
The 60-second SoBe Lifewater spot, directed by Super Bowl commercial veteran and brand architect Peter Arnell, will mark arguably the first ever Super Bowl ad cross over event - with the SoBe Lizards sharing the screen with characters from the upcoming DreamWorks Animation film that will be showcased in the pod's preceding spot. The SoBe Lizards and stars from DreamWorks’ "Monsters vs. Aliens" will dance alongside current NFL stars in what promises to be among the most highly-anticipated commercials on Super Sunday. The spot features a modern interpretation of the famed ballet Swan Lake, and the rhythmic effects when the players and creatures are infused with the refreshing and re-invigorating impact of SoBe Lifewater.