PHILIPPINES, SEPTEMBER 27, 2010 – With 3D cinema doing well at the tills, it comes at no surprise that other media are following suit. But nobody expected Manila Bulletin to be the first to come out with a special 3D edition on September 24, 2010. Available in selected areas of the metro, the special issue had selected front page photographs and images from sections such as the sports pages viewable with 3D glasses. Images for 3D viewing are marked with "Best viewed in 3D" logo.
The broadsheet is the first Philippine newspaper to embrace 3D technology. As an additional push, Manila Bulletin sent out walking billboards–people wearing large 3D glasses and the paper’s front page–to spread the word about this innovation. The newspaper followed up the launch with more 3D images on the following day, September 25.
While a number of advertisers could put the 3D effect to good use (think Wonderbra billboard), most readers do not have 3D glasses or failed to keep them when they were given out. The images then appear misprinted. Fortunately for that majority, the text is still in good old 2D. Although the execution would work rather well for glossy magazines, especially kids’ titles, whatever Manila Bulletin cooks up next should be just as amusing.
