Polaroid Now Making 3D Glasses: Who Woulda Thunk It?

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News Posted: Fri, Aug 20 2010 10:36 PM
Wow, what a difference a few years makes. It wasn't too long ago that Polaroid was cranking out camera after camera meant to show images just moments after they were shot. A downfall and ownership change later, and now the namesake is latching onto a bandwagon rather than starting one of their own. 3D is obviously all the rage these days, and while some people still don't get the allure, there's no doubt that the buzz is bringing in money from somewhere.

Polaroid Eyewear has just announced that they'll be launching 3D glasses. That's right. Polaroid 3D glasses. You're probably assuming this is some kind of hoax, but we assure you that it's legitimate. The company has signed a deal with RealD in order to launch the curved glasses shown here, and after launch, they'll be distributed in movie theaters and cinemas, eye care professionals and other retail channels. These are obviously higher-end pieces, so we don't know if they'll require more per ticket at the cinema, and we aren't sure if any will be bundled with 3D HDTVs. But either way, it's notable enough that a camera company is now doing 3D glasses. Talk about expansion.

Polaroid Eyewear and RealD Sign Global License Agreement for Polaroid® Premium 3D Eyewear

ORMOND BEACH, Fla., ZURICH and LOS ANGELES, Aug. 18 /PRNewswire/ -- Polaroid Eyewear, a division of Stylemark AG, and RealD Inc. (NYSE: RLD), a leading provider of 3D technology for cinema, consumer electronics and professional applications, announced today that they have signed a global license agreement to use the RealD brand in conjunction with the launch of a new generation of curved 3D glasses - Polaroid Premium 3D Eyewear.

Under the terms of the agreement, Polaroid Eyewear will distribute its RealD certified Polaroid Premium 3D Eyewear line to movie theaters and cinemas, eye care professionals and other retail channels through its global network of subsidiaries and distributors.  Polaroid Premium 3D Eyewear will be compatible with all RealD 3D enabled movie theatres around the world.  

"RealD is excited to partner with a brand like Polaroid that has a heritage in polarizing lens technology," said Joseph Peixoto, President of Worldwide Cinema at RealD. "Polaroid Premium 3D Eyewear promises a range of custom frames with precisely curved lenses so moviegoers can fully experience RealD 3D with an uncompromising field of vision and a pair of glasses to match their personal style."

Polaroid Eyewear's launch collection features a range of appealing designs to satisfy demand from all types of movie-goers. And prescription lens wearers are not forgotten, with a range of premium 3D cover styles that fit comfortably over any optical frame. There is even a junior style for the younger audience to enjoy. The collection has been developed under the umbrella of a full 3D vision marketing concept, supporting an easy-to-handle sales system in movie theatre and cinema lobbies, and professional optical and retail channels and will be available soon. All styles feature Polaroid Eyewear's unique 3D formed lenses, differentiating the product from standard 3D cinema glasses provided at theatres and similar products currently available on the market. The product is also fully UV-protective so that a consumer can choose to wear the product outdoors without risk of UV damage.

"We are a brand that is all about technical innovation, style and great value for the money" said Andy Suszko, President of Polaroid Eyewear. "This endorsement from RealD recognizes the high quality of our 3D lenses, made possible only by our unique, patented ThermoFusion™ Technology, the same technology used to make our linear polarized lenses for the highly successful sunglass collections we sell worldwide. We are delighted to be associated with RealD and look forward to working closely with them and their other technology partners as 3D pushes into the consumer electronics mainstream."  

For further information on Polaroid Eyewear's Premium 3D range please contact Rachel Scholan, North American Marketing and Product Manager at marketing@polaroideyewear.com. 
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Are you joking?

Surely you know that Edwin Land, the founder of Polaroid, invented the first polarizing filter which was used in sunglasses, long before the Polaroid instant camera.

Selling 3D glasses with polarized lenses is an obvious thing for Polaroid to do.

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Does this mean that ticket prices will come back down to a reasonable rate, if we all have our own set of glasses!

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Dave_HH replied on Sat, Aug 21 2010 9:30 AM

Umm... actually, I didn't know that. :)

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3vi1 replied on Sat, Aug 21 2010 12:11 PM

Hehe... my reaction was like Jwilliams: "Uhhh... that company started making polarized eyewear in the 1930s."

So now they turn one lens sideways. :p

What part of "Ph'nglui mglw'nafh Cthulhu R'lyeh wgah'nagl fhtagn" don't you understand?


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Kids today!

I thought everyone learned about Edwin Land and Polaroid. Land was the Thomas Edison of the 20th century, the iconic American inventor.

(Yes, I know Edison lived into the 20th century, but his Menlo Park glory years were in the 19th)

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rapid1 replied on Sat, Aug 21 2010 8:39 PM

Rofl jwilliams called Dave a kid.

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SmogHog replied on Sat, Aug 21 2010 9:20 PM

LG has a few new 3D products announced for the Korean market that are bundled with polarized glasses.




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