Marchon3D To Test In-Theater Vending Machine For 3D Glasses

By John Laposky On Apr 4 2011 - 4:01am

LAS VEGAS — Marchon3D and UltraStar Cinemas are teaming up to test an in-theater, self-service vending machine for Marchon3D’s passive 3D glasses.

The vending machine will allow consumers to browse and select from a wide assortment of Marchon3D’s circular polarized EX3D glasses, and pay with a swipe of a credit card.

The first machine will roll out in UltraStar’s Mission Valley Cinemas in San Diego this summer.

“This is the first time we’ll be offering our EX3D glasses for sale in theaters and the first time we’ve ever built a self-service installation like this. 3D has become so pervasive in our culture, and 3D theaters are the most popular venue where we consume 3D content -- having our glasses in-theater with a reputable partner such as Ultra- Star Cinemas makes perfect sense,” said David Johnson, Marchon3D president. “The EX3D glasses delivered in this vending machine can be used across all passive 3D platforms.”

Adult, tween and children’s sizes in a variety of colors and designs will be offered, the company said. Marchon3D will also offer solutions for prescription glasses wearers, including clip-on lenses and frames that comfortably fit over an entire prescription frame.

Called Ultraclips, the clip-on passive 3D glasses use micro-magnets soldered directly onto the frame to hold the clip flush to the polarized 3D lenses. The lenses are also photochromic so they function as sunglasses. The photochromic lens transitions to a sunglass in 30 seconds or less when exposed to sunlight.

The test in the San Diego theaters is slated to begin in June and last three months. Marchon3D plans to roll out additional vending machines in other markets in the upcoming months.

Prices for the glasses and clip-ons will range from $25 to $80.

Marchon3D, a division of Marchon Eyewear, also markets passive 3D eyewear under a range of licensed brands, including Calvin Klein, Coach, Diane von Furstenberg, Fendi, Flexon, Lacoste, Nautica, Nike and Sean John.