A 90-second 3D trailer for the film 'Monsters vs. Aliens' will air during the half-time show of the Super Bowl on February 1.
There will also be a 60-second 3D ad for SoBe Life Water, a drink owned by PepsiCo. 3D glasses will be distributed through the drink's in-store displays around the country.
Dreamworks CEO Jeff Katzenberg said the cost of the stunt is in the "tens of millions of dollars."
The glasses use Intel technology and not the traditional red and blue system. Viewers without glasses will be able to see an ordinary image on the screen.
'Monsters vs. Aliens' gets released March 27 in the US and features the voices of Kiefer Sutherland, Reese Witherspoon and Seth Rogan.
The promotion was unveiled during NBC's broadcast of the playoff game between the Indianapolis Colts and San Diego Chargers last Saturday.
After the Super Bowl ad, NBC plans to use the same technology to air a 3D episode of its series 'Chuck', with the reminder to fans "Don't Chuck away your glasses."
Last year the Super Bowl was seen by 97.5m viewers, making it the second-most watched broadcast in US TV history.
This article was first published on brandrepublic.com