Polaroid, one of the first eyewear brands to launch circular polarized curved lens premium 3D glasses certified by RealD in mid 2010, is now rolling out a campaign to support sales of this range through the UK optical, cinema retail channels and on-line.

Polaroid premium 3D glasses are now being distributed also into the consumer electronics trade as well as the optical trade. The range was recently on show at the Consumer Electronics Show (CES) in Las Vegas, 6-9 January 2011 and the International Eyewear MIDO show in March 2011 in Milan.

Polaroid invented the world’s first synthetic polarizer back in 1927, and today Polaroid Eyewear has pioneered the development of the latest polarizing technology which is behind these high-tech premium 3D glasses. The Polaroid curved premium lenses are so optically superior that they have been certified by RealD, a leading licensor of 3D technology for cinemas and consumer electronics.

The Polaroid Premium 3D Collection optimises the use of passive circular polarized lens technology which has been shown to outperform the alternative active/shutter technology. Passive 3D technology is the preferred option for film production and is expected to take a significant portion of the 3D television market as well in 2011 and beyond.

“The special Thermofusion™ Technology used to produce our high quality 3D glasses is unique to Polaroid Eyewear. It enables us to make the highest quality 3D lenses giving high contrast vision right across the lens. There’s no distortion, no crosstalk, just a picture-perfect 3D experience, with full UV protection in addition”, says Paul Sheerin, Director of Polaroid’s European Lens Manufacturing plant in Scotland.

As well as the cinema and consumer electronics sales channels Polaroid believes there is huge potential for the optical trade too, where their polarized sunglass lines are well established.

“The sales potential offered by the 3D market for the optical trade is absolutely massive,” said Rebecca Harwood Lincoln, Sales Manager in UK & Ireland for Polaroid Eyewear. “We are sure this new product range will generate huge interest with our optical trade partners, as it brings a strong additional revenue stream and is a non-seasonal product offering. We are leading this exciting new business opportunity with our dedicated range of stylish, passive 3D glasses that give unrivalled 3D surround vision. This includes our unique 3D covers that offer the perfect solution for spectacle wearers who want to enjoy the 3D experience too. Initial sell-in results are extremely encouraging. There’s a whole host of reasons why consumers will choose Polaroid for their 3D glasses and we want all our trade partners to share this exciting new opportunity with us.”

Comprehensive range capitalises on family appeal

Polaroid has put together a comprehensive 3D Collection with a great choice of styles for all the family, including special frames sized for children.

“While most optical frame or sunglass purchases are made on an individual basis, 3D glasses also provide a family-based sales opportunity, so our collection is built around this premise. And while this market is technology driven, we think fashionable design is an equally important purchase driver for 3D glasses,” added Rebecca. “Customers can choose from contemporary and wraparound frames, many in this season’s latest colours of cobalt blue and purple or they can go retro with stunning ice white frames. There are also stylish movie-cult frames too featuring stills from classic films. For customers who wear prescription lenses for the cinema or to watch TV, they can still enjoy the full 3D experience as we have included 3D glasses that fit comfortably over these frames with no compromise on optical clarity.”

www.polaroideyewear.com/3D