Public awareness: Now in 3D!
The latest breakout hit in theaters: a public awareness campaign about 3D viewing.
An innovative, award-winning pilot program in Chicago is educating moviegoers about how vision problems may hinder their enjoyment of 3D movies. It's also helping them find corrective treatment from nearby optometrists.
"The international 3D entertainment industry and the eye care professions share a common goal."
"Offering the Finest Digital 3D Experience" was developed jointly by the West Chicago Optometric Society (WCOS) and the Windy City's Classic Cinema theater chain. Although only six months old, the campaign already picked up one of three special Outstanding Achievement awards during The International 3D & Advanced Imaging Society's (I3DS) 2013 3D Technology Awards ceremony, held Sept. 18 at Paramount Studios in Los Angeles.
"The international 3D entertainment industry and the eye care professions share a common goal in addressing binocular vision problems," said WCOS President Steve Butzon, O.D. "This prestigious honor shows once again that the developers of 3D technology recognize the important role eye care professionals play in the development of this exciting field."
The I3DS also presented its inaugural Eye Care Practitioner of the Year awards to Michael L. Halkias, O.D., and Ingryd Lorenzana, O.D., for their participation. A few days later, Classic Cinemas owner Willis Johnson received the Illinois Optometric Association's Citizen of the Year Award for his help developing the program.
What the campaign includes
The WCOS and the AOA are providing Classic Cinema's 14 theaters with educational materials for patrons, including:
- Specially designed posters for theater lobbies, featuring information on 3D movie viewing and the AOA's 3D Eye Health website.
- Specially marked copies of AOA's "The 3 Ds of the 3D Viewing Experience" and "There's More to 3D than Meets the Eye" brochures, customized with each theater's name. These brochures are available in theater lobbies for patrons who realize during viewing a 3D movie that they may have a binocular vision problem.
- Specially developed leaflets about 3D vision problems. Ushers give these leaflets to all patrons as they leave the theater.
An area optometrist also trains theater staff on the importance of proper binocular vision for 3-D movie viewing. Theater staff members are encouraged to relate that information to patrons and to encourage any who experience problems to see an eye care practitioner. All 500 of Classic Cinema's employees were trained.
The AOA's 3D Vision & Eye Health site offers extensive information on 3D media and binocular vision problems. The AOA also offers a variety of resources (member login required) to assist optometrists in providing state-of-the-art 3D vision care in their practices.