Anaheim, Calif. – A Zurich-based division of StyleMark AG has
licensed the Polaroid and RealD trademarks for use on a new line of 3D eyewear for
viewing 3D content in movie theaters and on polarized-type 3D TVs.
which is a division of StyleMark AG, said Wednesday that it acquired the licensing
rights to RealD, a leading provider of 3D technology for cinema, consumer
electronics and professional applications, for a new generation of curved 3D
glasses called Polaroid Premium 3D Eyewear.
Under 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, including mass-merchant and
consumer electronics accounts, using its global network of subsidiaries and
distributors, the company said.
“Our product provides a more comfortable and affordable solution,”
Jan Luna, StyleMark Polaroid Perfect Vision 3D mass-market national accounts
manager, told TWICE. “No batteries are required, there is no transmission
near your head, and with a $29.95 suggested retail price vs. an average of $150
for active-shutter glasses, we think the passive technology is a better
solution that [TV] manufacturers will migrate to. Plus, consumers can use
our glasses at home, with a passive circular polarized television, as well as
at the theater.”
Luna said the company has no plans use the Polaroid or RealD
brands on active-shutter style 3D eyewear at this time, but it expects more television
makers to introduce passive polarized-style 3D TVs that will use its glasses,
“Since some manufacturers have
already announced the launch of passive-type
televisions — LG launched some in the U.K.,
Vizio will launch some in the U.S. later this year or early 2011, plus the
pro monitors from Panasonic and JVC that are out now — we believe there will
be more to come,” Luna said.
Meanwhile, Polaroid Premium 3D Eyewear will be compatible with
all RealD 3D-enabled movie theaters around the world.
“RealD is excited to partner with a brand like Polaroid that has
a heritage in polarizing lens technology,” said Joseph Peixoto, RealD worldwide
cinema president. “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
The launch collection includes a range of designs, and will be
available for prescription-lens wearers.
The company said it will also market a junior-style line for
Polaroid Eyewear said the collection was 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
The glasses will use “unique 3D formed lenses, differentiating
the product from standard 3D cinema glasses provided at theatres and similar
products currently available on the market,” the company said.
The glasses are also fully UV-protective so that a consumer can
choose to wear them 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, Polaroid Eyewear president. “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.”