COVER STORY 027

BY MARGE AXELRAD & ANDREW KARP Optical’s New Dimension EW YORK—With the holi- day shopping season fast Napproaching, consumers in end of the business, for optical currently 21 3D channels world- sorted out, clearing the way for the the U.S. and throughout the world retailers and ECPs. wide, according to Screen Digest. 3D market to grow even more rap- will soon be heading to the multi- 3D represents the “opportunity com, including ESPN and Direct- idly. Yet no matter which formats plex to enjoy the latest 3D Holly- of a lifetime” said DreamWorks TV in the U.S., and Sky in the or technologies win out, consum- wood blockbusters or snapping up Animation CEO Jeffrey Katzen- U.K. Sony, IMAX and the Discov- ers cannot experience the magic of new 3D televisions and video games berg in a keynote address that ery Channel have formed a net- 3D without the proper eyewear. at their local electronics retailer. kicked off the third annual 3D work that will soon offer 3D con- Electronics giants such as Sony, But, this is just the beginning, Entertainment Summit, a two-day tent in the U.S. Panasonic and Samsung, along experts say. The energy and excite- conference held in Los Angeles in Even more futuristic is the pos- with some of the leading video ment surrounding the fast-growing September. sibility of 3D TVs and projection gaming players, were the first to 3D field is growing exponentially, as “With six of 2010’s top 10 gross- systems that work without . market 3D eyewear, offering non- entertainment companies, electron- ing movies in 3D, the promise is Although some TV suppliers are prescription, active shutter glasses ics manufacturers, and retailers— being quickly realized,” said Bob working to develop it, most agree that provide a 3D viewing experi- and most recently, eyeglass suppli- Dowling, a veteran entertainment such technology is years away from ence by synchronizing with a dis- ers—race to supply content or journalist who moderated the 3D being marketable. However, play and turning on or off the light hardware to satisfy rising consumer Entertainment Summit. researchers at the University of entering each eye many times a demand for 3D movies, sports pro- In 2009, the release of Avatar Arizona have developed a type of second. Active shutter technolo- gramming and games. The next- raised 3D’s profile to unprece- holographic image that creates a gies have limitations, though. One generation of 3D, too, has implica- dented heights. The animated moving, 3D projection without the major drawback is that they usual- tions for the health care, education Hollywood blockbuster has need for 3D glasses. It will have ly require the wearer to be posi- and online video markets as 3D become the highest-grossing applications in entertainment, tioned directly in front of the computers also come onstream, movie of all time, with a world- advertising, updatable 3D maps screen. Another is that you can observers tell VM. wide gross of nearly $2.8 billion. and entertainment, they said. only wear them at home, not in a As a result, within the eyewear Avatar’s domestic gross was $760 Although competing 3D formats theater. In addition, each manufac- and vision care fields, the advent million, nearly 81 percent of and delivery systems are compli- turer’s glasses can only be used of 3D is generating interest, inves- which was from 3D, according to cating the buying decision for con- with a television of the same tigation and discussion among Box Office Mojo.com. sumers, industry analysts and brand. If you’re going to invite those who see its emergence as a In the television arena, 3D is observers say it won’t be long your friends over to watch a 3D solid opportunity, in the premium rapidly gaining traction. There are before these technical issues are Continued on page 28

WWW.VISIONMONDAY.COM NOVEMBER 15, 2010 | VISION MONDAY 028 COVER STORY

The Advent of 3D Presents Opportunity for Optical

Continued from page 27 terclockwise for the left eye. With are primarily concerned about the though, Kirschner found that the Super Bowl broadcast, you’ll need to the use of circular polarization effects on patients’ vision. Accord- choice of which products to carry have enough 3D glasses for every- technology, viewers can tilt their ing to a recent survey by the Amer- in his dispensary is more complex one, and it would be better if every- head and look about the theater nat- ican Optometric Association, than he first realized. “When peo- one in the room can see the effects urally without a disturbing loss of 3D between 3 million and 9 million ple can use the glasses at home as on screen. Also, some consumers are perception. For home use, passive Americans have problems with well as the three times a year they put off by the look and feel of the polarized glasses prohibiting them go to a 3D movie, then that will active shutter glasses, which are provide a 3D f r o m be a great investment for me, somewhat bulky and geeky-looking. v i e w i n g watching something I can sell in my office. “The thing that will overcome field with 3 D T V It might be very marketable. I’m consumers’ objections to wearing 3D HDTVs a n d in wait and see mode, though. I 3D glasses is good looking, appro- that have movies. don’t want to dedicate the space priate glasses,” Dowling told VM. s p e c i a l , H o w - and marketing yet. But when the One supplier of active shutter polarized ever, other time comes that 3D is a pretty 3D glasses, XpandD, offers a “uni- screens. ECPs are standard feature on TV, everyone versal” product, the X103 model, A c t i v e focusing will want it, and it will be a great which is designed for both theater shutter 3D on the lon- opportunity for a second sale.” and home use. glasses are cur- ger-term poten- As the format wars continue, Recently, several eyewear com- rently attracting the most consumer tial for adding a profitable new type ECPs await another major devel- panies have begun offering an interest. But many industry observ- of eyewear to their product mix. opment that could reshape the alternate 3D viewing solution: ers, from among the electronics, They point to the role ECPs will be 3D landscape: the debut of pre- passive polarized glasses in plano. entertainment and eyewear sectors, able to play in discussing vision scription 3D glasses. Although These glasses, which have the believe passive polarized glasses issues with patients and consumers. optical companies offering pas- advantage of working with mov- will prevail in the long run because “I’m really excited about this sive polarized eyeglasses have ies, TV and video monitors, make they offer greater convenience, bet- whole technology,” said Dr. Ken not yet crossed this technological use of circular polarized lens tech- ter style and lower pricing. Kirschner, an optometrist with offic- hurdle, Samsung Electronics, nology that is different from the “It’s the eyeglass people who are es in the Chicago suburbs of Home- which makes active shutter 3D type of polarization used in sun- going to be the catalyst for 3D,” wood and Orland Park. “I saw some glasses and TVs, announced on and from the linear polar- Dowling said. “And they are posi- new, 3D glasses at Marchon’s booth Oct. 20 the availability of 3D pre- ized lenses used in less sophisti- tioned perfectly in the 3D market, if at Expo West, and thought what a scription glasses in South Korea. cated 3D eyewear. they can work with the people put- great partnership we could have A Samsung spokesperson said the For movies, circular polarization ting out 3D entertainment and sets.” with our local electronics store if we company is considering a U.S. utilizes a projector that alternately Although few if any optical agreed to put some of their 3D TVs launch in 2011. And at least two projects right-eye frames and left- retailers or eyecare professionals in our shop and they could display of the major players, Oakley and eye frames 144 times per second. It are currently dispensing 3D glass- some of our eyewear.” Marchon3D, said they are active- circularly polarizes these frames, es, many are watching the emerg- After learning more about ly working on prescription 3D clockwise for the right eye and coun- ing 3D market with interest. Some active and passive 3D glasses, solutions. nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 030 COVER STORY READ MORE ONLINE SEE OUR GLOSSARY FOR A DESCRIPTION OF CIRCULAR POLARIZED AND OTHER 3D TERMS Marchon Handles 3D on Tech, Design Fronts addsdfsfdsfONLY ON VISIONMONDAY.COM

Company: Marchon3D and Mar- agreement with RealD, Mar- off and consum- chon Eyewear chon3D will distribute its 3D ers encounter a 3D Eyewear Brand: Marchon3D, glasses in cinemas, retail loca- completely new ckCalvinKlein 3D, Nautica 3D tions, e-commerce sites and viewing experi- and M3D Lenses through electronic equipment ence, there will Key Features: Marchon’s portfolio manufacturers worldwide while be an interest of circular polarized 3D lens tech- Marchon Eyewear will market and apprecia- nologies, certified by RealD, the designer 3D eyewear and, in the tion for premi- cinema system and technology future, a prescription 3D lens, to u m p r o d u c t s company, feature curved lens eyecare professionals. and certainly, designs in a range of styles. This Marchon3D eyewear features a for products that month, the company announced range of circular polarized 3D lens enable prescription lens wearers and an exceptional 3D viewing that on Oct. 7, 2010, the U.S. Pat- technologies which are distin- to see the difference.” experience,” stated Claudio ent and Trademark Office issued guished from other 3D lenses At Vision Expo West last month, Gottardi, president of Marchon an official Notice of Allowance on with unique, curved lens designs, Marchon3D showcased a special Eyewear and CEO of Marchon one of Marchon3D’s patent appli- the company said, including interactive, multi-media booth International. “There are so cations relating to its curved M3D 4-base, 6-base and, eventually, outfitted with 3D TV screens, lap- many opportunities that 3D eye- 3D lenses, signifying that a patent 8-base curves. The lenses feature will shortly issue. The patent will passive 3D technology and the also cover the method of manufac- company is working with leading turing the patented lenses. cinema, TV, computer and elec- tronics equipment manufacturers globally. With the launch of its 3D company The initial eyewear to be intro- last July, Marchon Eyewear, Inc. duced will be plano/non-prescrip- announced that its joint venture tion, but Rx lenses are anticipated with MicroVision Optical would to be an important element of form Marchon3D, a new venture Marchon3D’s programs in the with a range of patent-pending 3D future, executives said. Al Berg, found- Special POP emphasizes 3D. Avatar director, wear has to offer their practice James Cameron sports Marchon3D. er of Marchon, and patients. We’re working to said, “MicroVi- tops and a 3D video camera to film help make the technology more sion’s relentless attendees in 3D to experience the understood, to train and moti- work in this area company’s new 3D eyewear, vate ECPs about the coming— has led to a first of including its premuim photochro- and very real—3D business its kind techno- mic 3D eyewear which offers 100 opportunity.” logical break - percent UV protection and can be Marchon’s M3D collection will through for 3D used as sunwear. be available in January 2011. As lenses.” Citing “We are in the midst of a 3D part of the initiative, Marchon3D the burgeoning revolution—in theaters, in our is also partnering with ck Calvin ECPs and retailers try out 3D development of living rooms and beyond, and Klein Eyewear, Nautica Eyewear eyewear at the Marchon3D booth. sophisticated 3D today’s ECP is in a unique posi- and, soon, other brands in its eye- lens technologies and an initiative films, theaters, television and tion to serve their patients’ 3D wear portfolio, to bring the 3D to tackle many aspects of the grow- home entertainment, computer eyewear needs, with a great lens technology into the designer ing 3D market. monitor and mobile technology, choice in premium 3D eyewear and performance eyewear sectors. Through its global licensing Berg said, “As this market takes that delivers fashion, comfort nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 032 COVER STORY READ MORE ONLINE LEARN ABOUT MORE DESIGNER EYEWEAR 3D GLASSES ONLY ON VISIONMONDAY.COM dfsOakley Makes Entry to 3D With Disney Tie-In

Company: Oakley of Tron: Legacy into cutting edge worn as sunwear. nected to real legitimate optical 3D Eyewear Brand: Oakley 3D Eyewear eyewear for fans to enjoy.” “We’re optimizing our lens for products,” he said. Key Features: Proprietary HDO-3D In an exclusive interview with the intended use,” Petrillo told Although “big box” consumer technology uses passive, circular VM, Baden revealed that Oakley VM, adding that electronic chains as well as on-line polarization in high wrap frames. began developing its 3D eyewear sunwear and 3D optical retailers and conventional Greater curvature around the eyes two years ago, when it first sensed eyewear have dif- optical retailers are all vying for a provides wider field of view while that new 3D hardwear and content ferent light trans- piece of the 3D pie, Petrillo

maintaining optical clarity and min- providers were coming online. COLIN BADEN mission require- believes the optical channel is imizing glare. Ghosting or “cross- DreamWorks Animation SGK ments. “What uniquely equipped to succeed. talk” is virtually eliminated. were the first to express interest we’re after with our 3D lens is the “The optical community is the in a 3D eyewear solution. “Jef- most immersive experience.” only one capable of educating the When it comes to branding, few frey Katzenberg started rattling The Tron Gascan model can be consumer and giving the consumer companies do it with as much our doors saying ‘Hurry up, hurry customized for other applications a positive experience,” he assert- panache as Oakley. It’s no sur- up, get in the business,’” said using different accents. “We ed. “It’s up to them to understand prise, then, that the sunglass Baden. “We had a meeting with picked Gascan because it lends the business so superstar is making a dramatic DreamWorks, and they showed itself to the design solution,” entry into the rapidly emerging us all the different formats for Petrillo explained. “We have a 3D eyewear category through a 3D. It became obvious to us that great opportunity now to tell high profile partnership with Dis- passive technology was the easi- our summer blockbuster Oakley Tron limited edition 3D Gascan. ney. The result of that collabora- est to develop a platform as far as story, our holiday blockbuster tion is Tron Limited Edition 3D gaming and theater are con- story, our Super Bowl story, Gascan, a special, one-off product cerned. It doesn’t involve all this our ESPN story.” that accompanies the release of onerous stuff,” he said, holding Oakley is releasing The Tron “Tron: Legacy”—a much-antici- up a pair of bulky, unfashionable Limited Edition 3D Gascan this pated Disney opening in active-shutter 3D eyewear. “We month through its own stores and U.S. theaters on Dec. 17. put our specific energies toward website as well as through select “The premiere of Tron: Legacy plano because of the ease of locations. The stores is a great opportunity for us to access to the market,” added are located in malls with introduce moviegoers to the Baden. 3D-equipped theaters showing unique innovations of Oakley 3D To gear up for the 3D market, Tron. The glasses will retail for eyewear,” said Oakley CEO Colin Baden said Oakley is collaborating $150, compared with $120 for Oak- Baden. with “everyone,” from Disney to ley’s standard 3D glasses. Based on Oakley’s popular Gas- other 3D content providers and to Baden said Oakley plans to can model sunglass, the Tron Lim- makers of 3D TVs. The company broaden distribution to include ited Edition 3D Gascan is accent- intends to follow the Tron Limited optical retailers and independent ed with graphics derived from the Edition 3D Gascan with other eyecare professionals as the com- movie. The glasses come with a Oakley branded 3D glasses, but pany expands its 3D line. How- custom Microclear bag that also will also pursue opportunities to ever, Baden feels “it is still a little sports Tron imagery. provide 3D lenses to other brands early to put this into retail,” Stephen Teglas, vice president owned by parent company Luxot- because 3D is still a new and and general manager of fashion and tica as well as produce OEM prod- evolving technology. He said in they can develop a point of view home North America at Disney uct on a contract basis, he noted. order to sell 3D eyewear effec- that helps the consumer.” Consumer Products, said, “Collabo- Chris Petrillo, Oakley’s category tively, optical retailers need to Baden’s message to optical rating with Oakley provided Dis- manager for watches and 3D create a premium presentation to retailers and ECPs is straighfor- ney with a great opportunity to optics, said Oakley does not rec- attract consumers. “We need to ward: “This is not going away, so interpret the aesthetics and themes ommend that its 3D eyewear be build a way to get consumers con- get educated.” nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 034 COVER STORY

Polaroid Sees Potential in Doctor-Patient Relationship

A marketing Company: Polaroid Eyewear, Stated Jerry Dreifuss, global mar- c u s t o m e r s program is being developed for a division of StyleMark keting director, Polaroid Eye- already have a optical stores. 3D Eyewear Brand: Polaroid 3D wear, “3D movies have devel- relationship with Key Features: Polaroid 3D Eyewear oped into a growth engine for their optician. For features specially curved circular cinemas and a lot of movies the optician, our polarized lenses, formed with the released in 2011 will be in 3D. premium 3D glasses company’s proprietary thermofusion The huge majority of cinemas in offer a great addition- technology. Polaroid offers a curved the U.S. showing 3D content use al sale and a non-sea- 10 diopter panoramic lens that is cer- the circular polarized technology sonal product that can tified by RealD (the cinema systems from RealD. be sold year-round. and 3D technology company). The “We see a huge potential in the By launching our 3D glasses offer 100 percent UV protec- optical channel for our premium glasses, the optician tion although the company is not 3D glasses. The optician is the eye has something new promoting them as . Pola- expert and will also be looked at as and innovative to roid Premium 3D will also offer a an expert for 3D glasses solutions. show to consumers range of 3D “cover styles,” which fit This is why we offer special train- and will also attract display solution as well as show over prescription eyewear. The col- ing for opticians, to support them new customer groups, that might cards and posters,” said Dreifuss. lection will be distributed in cine- in becoming 3D experts. Especial- be attracted by the 3D glasses but The company will be offering a mas, selected consumer electronics ly for our 3D cover range, which fit then become a loyal general eye- wide range of products retailing and specialty shops and also in the perfectly over prescription glasses, wear customer for them. For the between $25 (kids) and $30 optical channel. we see a great potential, for such optical channel we offer a special (adults). nn

Gunnar Applies Digital Eyewear Expertise to 3D

Company: Gunnar Optiks For Gunnar Optiks, entering the was developed for both profession- including optical retailers, on-line 3D Eyewear Brand: Gunnar i-Amp3D 3D eyewear market is a logical al and consumer applications. retailers such as Fry’s electronics Key Features: Precision machined, extension of its role as a supplier “We’ve made relationships with and Buy.com, Frames Direct.com optically correct lenses. Thicker of eyewear for digital applications top-end professionals who are cre- and its own website, Aarnes lens blanks provide greater stabil- ranging from computer use to ating 3D content,” said Gunnar stressed the company’s optical ori- ity, resulting in more control over gaming. Like its proprietary line co-founder Joe Croft, who serves entation. prismatic shifts and lens curva- of i-Amp digital performance as executive vice president and “We do have strong presence in ture, thereby minimizing distor- eyewear, Gunnar’s new i-Amp R&D chief. the consumer electronics space, tion. Choice of frame styles 3D glasses incorporate technolo- “We also have good relation- but first and foremost we’re an includes Gunnar’s Phenom and gy that reduce eyestrain and ships with some TV manufactur- optical company,” he said. “We Anime models. RealD compati- enhance clarity when looking at a ers,” added company president want to open up our 3D technolo- ble. Frame styles include Phenom screen or video monitor, while and co-founder Rob Aarnes. “It’s gy to ECPs as well.” and Anime. adding high performance fea- helped us craft our 3D strategy.” Toward that end, Aarnes said tures designed to maximize the In the optical realm, Gunnar is Gunnar is developing prescription 3D viewing experience. partnering with Revolution Eye- versions of its 3D product, and

Gunnar Phenom. Building on the eyewear tech- wear to supply i-Amp 3D lenses hopes to launch them in early 2011 nology platform it has developed for use in Revolution’s patented in conjunction with Carl Zeiss for computer use, gaming, and magnetic clip-on product line. Vision, which already produces Rx other digital applications, Gunnar Although Gunnar sells its prod- versions of Gunnar’s standard digi- Optiks’ i-Amp 3D lens technology ucts through a variety of outlets tal eyewear line. nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 036 COVER STORY READ MORE ONLINE FIND OUT WHY SOME PEOPLE CAN’T EXPERIENCE 3D VISION iCoat Utilizes Tech Know-How for Passive 3D ONLY ON VISIONMONDAY.COM

Company: iCoat Unlike other optical companies and is engineered to work with experienc- iCoat Sfirex. 3D Eyewear Brand: Sfirex that have entered the 3D eyeglass emerging circular-polarized based es possi- Key Features: Passive 3D eyewear arena, iCoat Company is not passive-3D technologies with tele- ble. Our system. Compatible with circular- renowned for its sunglasses or sun- visions, projectors, 3D monitors, Sfirex 3D polarized passive-3D theaters and lenses. Nor is it an industry giant. personal computers and laptops, system offers professional/home passive 3D sys- Instead, iCoat is a small, tech- according to iCoat. The system wearers maxi- tems. Engineered to work with nology-driven company specializ- incorporates premium quality mized image emerging circular-polarized based ing in optical thin-film coating optical lenses with iCoat’s propri- b r i g h t n e s s , passive-3D technologies with tele- technologies. Operating from an etary thermally cured dip-hardcoat enhanced 3D image visions, projectors, 3D monitors, optical lens coating facility in (DHC) high-durability technolo- quality and significantly reduced personal computers and laptops. Santa Fe Springs, California, iCoat gy, MT3 thin-film maximized reflections for a vibrant, vivid 3D Incorporates premium quality leveraged its expertise to create a transmission technology, and oleo- experience,” said Arman Bernar- optical lenses with iCoat’s propri- new line of premium 3D eyewear phobic technology. di, PhD, iCoat’s president and etary thermally cured dip-hardcoat under the brand name Sfirex. The “Our innovative thin-film CEO. (DHC) high-durability technolo- passive 3D eyewear system that is technology achievements in 3D iCoat offers Sfirex in various gy, MT3 thin-film maximized compatible with circular-polarized optics have resulted in the Sfirex frame designs and styles as well transmission technology, and oleo- passive-3D theaters and profes- system, a premium 3D eyewear as in custom clip-on and “fit- phobic technology. sional/home passive 3D systems, providing one of the best 3D over” styles. nn

OverRx Will Deliver 3D Experience Tom Davies: Clarity and Comfort

Company: Live Eyewear San Luis Obispo, Calif.-based Live Company: TD Tom Davies t e l e v i - 3D Eyewear Brand: Cocoons Eyewear said it plans to enter the 3D Eyewear Brand: TD Tom sions by OverRx Eyewear growing 3D eyewear market in Davies Bespoke 3D Clip-Ons the world’s Key Features: Cocoons, designed response to increased retail demand Key Features: The TD Tom Davies leading electron- to be worn over ophthalmic for 3D eyewear designed for those passive polarized 3D clip-ons, ics companies and the frames, will launch OverRx fea- that wear corrective glasses. which become available Dec. 1, will creation of Europe’s turing circular polarized 3D lenses Dave Dean, vice president of be individually made to order first 3D TV Channel, Sky this quarter. The circular polar- marketing, noted, “3D technology through the TD Tom Davies 3D, earlier this month. Next year all ized lenses that will be featured in as a medium for visual entertain- Bespoke Service. Opticians will be new TVs will be 3D-ready, making Cocoons 3D are compatible for ment is exploding. Developing able to offer the clip-ons on all new 3D home entertainment more and use with theater viewing, passive 3D eyewear that will provide a orders of TD Tom Davies Bespoke, more accessible. 3D televisions, laptops and com- superior fit and enhanced viewing and can send individual orders for “We want our customers to puter monitors. Because the lens- experience for those that wear existing customers who wish to buy experience the full benefit of this es block 100 percent of UVA and corrective glasses is a natural fit the clip-ons as an add-on accessory technology, whilst being able to UVB rays, Cocoons 3D also pro- for us. Our design focus revolves if they already have a TD Tom wear their TD Tom Davies spec- vide protection when worn out- around those that wear glasses.” Davies Bespoke frame. The TD tacles. Our clip-ons will ensure doors as conventional sunglasses, The company’s OveRx sun- Tom Davies 3-D clip-ons will target high levels of visual clarity and the company said. The Cocoons wear brand, Cocoons, is available a price of $225, the company said. comfort, and an optimum 3D 3D collection will be available in from over 18,000 ECPs in 22 experience. ” six sizes with Black or Slate Soft countries. Tom Davies, CEO of the British Davies noted that the company Touch frame finishes and will be nn firm, explained, “3D home enter- saw “an extraordinary response to available to the public exclusively tainment has arrived. 2010 has seen the clip-ons we previewed at Silmo through eyecare professionals. the launch of high definition 3D and again at Vision Expo West. nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 038 COVER STORY

Safilo Enters 3D Arena With WHAT TO KNOW: 3D FACTOIDS Unisex Eyewear NEW YORK—The buzz surrounding the fast-emerging field of 3D is intensifying as entertainment companies, electronics Company: circular polarized technology and a manufacturers, retailers and eyeglass suppliers join the race 3D Eyewear Brand: Gucci 3D/ multi-layered mirrored coating, to provide content or hardware to satisfy the demand for Gucci Eyeweb and A/X Armani which will meet the standards 3D movies, sports programming and games. Following are Exchange required for 3D cinema viewing. a few stats indicative of where the 3D trend has been and Key Features: Gucci is launching its The new 3-D glasses, suggested where it’s headed over the next few years. first 3D retail price of $225, will be exclu- sively available in the U.S. at Number of 3D TVs sold in U.S. Gucci boutiques. 3DTV Also via license with Safilo, A/X 2009 - 600,000 2010 - 2.095M 2011 - 6.152M 2012 - 10.308M

Source: Consumer Electronics Association (CEA)

• 20 percent of U.S. theatre screens are 3D • 300 new 3D theatre screens are being added monthly • 21 3D TV channels have been launched worldwide so far in 2010, including ESPN and DirectTV in the U.S., and Sky in the U.K. • By 2014 it is projected that nearly 30 percent of U.S. households will own at least one . eyewear in December. The pilot- Armani Exchange, which has been • Total box office revenue for 3D in North America shaped plastic aviator in shiny using 3D images in its fall advertis- reached $5.35 billion in the first half of 2010, a 2.5 per cent black was originally released earlier ing campaign, is launching A/X 3D increase over the same period in 2009. this year as part of the Gucci eyewear next month. The model • The number of 3D movie releases more than doubled Eyeweb sunglass collection. Pro- 3DV 001 AX are intended for from seven in 2008 to 17 in 2009 and again will more than duced under license by Safilo, the movie theatre use only and will tar- double to over 40 in 2010. unisex 3D glasses, model 3DV 001 get $58 retail, to be sold in the U.S. GUC, features the iconic Gucci exclusively at A/X Armani Source: Charlotte Jones, Senior Analyst, Film and Cinema, Screen Digest “web” green and red striping and Exchange stores and on armaniex- features 6-base curve lenses with change.com. nn

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 040 COVER STORY

Glossary of Common 3DTV Terminology

2D—Two dimensional. An object or image which has no depth. be used to focus on a camera, becomes the distance eye and the Instead it only has two dimensions, width and height. other eye is focused for close vision. 3D—Three dimensional. A 3D object which appears to have three Multiplexing—The process of fusing the two images needed for a dimensions; width, height, and depth. stereoscopic display within a bandwidth. Active Shutter Glasses—Glasses that provide a 3D viewing experi- Multi-View Coding—An amendment to the H.264/MPEG-4 AVC ence by synchronizing with a display and turning on/off the light compression standard that enables efficient encoding of sequences entering each eye many times a second. captured simultaneously from multiple cameras using a single video Amblyopia—Also known as “lazy eye,” involves lowered visual stream. clarity and/or weakened muscle control in just one eye. The result is —Allows an LCD display to show a 3D image to a often a loss of binocular and stereoscopic vision. viewer without the need for glasses. Anaglyph—The red/blue color glasses for displaying 3D introduced Passive Glasses—Glasses that provide a 3D viewing field with in the nineteenth century. some 3D HDTVs that have special, polarized screens. Aspect Ratio—The relationship of a screen’s width to its height. Pixel—Tiny dots that convey light and combine to form a video For example, a 16:9 aspect ratio means there are 16 inches of screen picture. Short for “picture element.” width for every 9 inches of height. Progressive Scan—Each line of the picture is drawn in sequential Auto-Stereoscopic Displays—Displays a 3D image without the order. (Denoted with a “p,” e.g.,1080p and 720p) need for glasses. Resolution—The number of horizontal and vertical pixels view- Depth Perception—Also referred to as stereo vision and stereop- able on-screen; the higher the number, the better the image. HDTVs sis. Depth Perception refers to the ability to see in 3D to allow us to display 720 or 1,080 active, viewable lines of resolution. be able to judge the distances of objects and features. Scan Modes— Defines how often, and how much, the video pic- Frame Rate—The number of frames or images that are projected ture is redrawn when displaying moving images on the screen. or displayed per second. Stereoscopic—Displays a 3D image through the use of glasses. Infrared Emitter – (IR Emitter) Sold with wireless 3D shutter Provides a different image to the viewer’s left and right eyes, giving glasses; provides a method of transmitting the 3D sync signal to the the viewer depth perception. glasses by sending out an infrared signal. Stereoscopic 3D —Two images which were captured from slightly Interlaced Scan—Each line of the picture is drawn in alternating different angles, which makes them appear three dimensional when order. All the odd lines are drawn, then all the even ones. (Denoted they are viewed together. with an “i,” e.g.,1080i) Stereo Vision—Two eye views combine in the brain to create the Lenticular Lens—Curved optics which allow both eyes to see a dif- visual perception of one three-dimensional image. ferent image of the same object at exactly the same time Source: Consumer Electronics Association Monovision—Method of using one eye for distance vision and the other eye for near vision. The dominant eye, or the one that would

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM 042 COVER STORY

MILLIONS MAY BE UNABLE TO SEE IN 3D, AOA SAYS

ST. LOUIS—Between 3 million to 9 million people have problems with binocular vision prohibiting them from watching 3D TV and movies, according to the American Optometric Association (AOA). Binocular vision is the ability to align both eyes accurately on an object and combine the visual images from each eye into a single, in-depth perception. However, 3D technology forces the eyes to make adjustments to focus simultaneously on images that are near and far away, which may result in fatigue. Symptoms indicating a potential problem with the ability to see images in 3D vary from person to person. According to the results of the AOA’s American Eye-Q survey, which polled 1,007 Americans 18 years and older, the majority of individu- als who suffer from 3D vision complications most often experience headaches (13 percent), blurred vision (12 percent) and dizziness (11 percent). The AOA recommends seeing a doctor of optometry for further evaluation if consumers answer yes to any of the following questions:

• Is the 3D viewing experience not as vivid as it is for others watching the same picture?

• Do you experience eyestrain or headaches during or after viewing?

• Do you feel nauseous or dizzy during or after viewing?

• Are you more comfortable viewing 2D TV or movies instead of 3D TV/movies?

• Is it difficult for your eyes to adjust back to normal after watching 3D TV/movies?

“Watching 3D programming can unmask issues such as lazy eye, convergence insufficiency, poor focusing skills and other visual prob- lems consumers might not have previously known existed,” said Dr. Dominick Maino, a professor of pediatrics/binocular vision at the Illinois College of Optometry’s Illinois Eye Institute. “Research shows that up to 56 percent of those ages 18 to 38 have symptoms related to a binocular vision problem. It is important to know that studies also show optometric vision therapy can help alleviate these problems and make the experience of watching these movies more enjoyable.”

Optometric vision therapy re-educates the brain to achieve single, clear, comfortable, two-eyed vision that improves eye coordination, focusing and eye movement, ultimately enhancing the 3D viewing experience, the AOA noted.

VISION MONDAY | NOVEMBER 15, 2010 WWW.VISIONMONDAY.COM