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Issue Date: Vol. 51, No. 4, April 2011, Posted On: 4/3/2011

Theaters Pilot 3D Glasses Vender

Emily Jed
vending, vending machine, vending business, automated retailing, coin-op news, 3D moviegoers, 3D glasses vending machine, Marchon, Marchon3D, Marchon Eyewear, EX3D glasses, UltraStar Mission Valley Cinemas, Hannah Sarbin

SAN DIEGO -- Beginning this summer, moviegoers in San Diego will be able to purchase 3D glasses from a vending machine in the theater lobby.

The machine was conceived by Marchon 3D, maker of the polarized 3D eyeware, unique in its optically contoured lens design and high--fashion frames. Marchon3D is teaming up with San Diego's UltraStar Mission Valley Cinemas for the test.

A digital user interface allows machine patrons to browse adult, tween and children's sizes in a variety of trendy colors and shapes. Prices at the credit card-enabled venders will range from $25 to $80.

The company's EX3D glasses sold through the machines can be used not only in movie theaters, but also across many passive 3D platforms including videogames, 3D televisions and portable computers.

Marchon3D new business development vice-president Hannah Sarbin emphasized that today's digital generation seeks more than the conventional black frames and flat lenses included with the cost of a movie ticket.

"Studios and manufacturers spend hundreds of millions of dollars pushing the boundaries of 3D technology, "she said. "Why settle for the generic 3D glasses for that experience?"

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

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