Super Bowl ads go 3-D

LOS ANGELES, Calif. (NBCNC) - You may think the hoopla over Super Bowl commercials couldn't get bigger, but Sunday, advertising enters a whole new dimension.  If you've got those paper glasses handy, you might want to try them on.

If you've got the right shades, you can see two super-sized commercials, fit for the Super Bowl: both in 3D.

"The only thing in common this new flavor of 3D has with the 3D of the past generations, is just the word 3D. It's unlike anything you've ever seen", says Steve Schklair of Three-ality Digital. 

Schklair runs Three-ality Digital, the company behind the advancing 3-D technology.

"We have a left eye camera and we have a right eye camera. When we shoot these cameras are always in motion to keep the shots comfortable for you as the viewer. But we can also use that motion to say 'where are the objects in space.' We could put them right on your screen or we can poke things right out into your living room for you", Schklair adds.

To make the Sobe Lifewater ad, Super Bowl veteran director Peter Arnell needed to combine real life football players with computer generated lizards.  It was a precise dance.

Arnell says, "These have to be locked down, very, very precise because you have a lot of layers that you're building and those layers cant be out of sync."

In the 1950's, studios used 3-D as a way to lure people away from televisions and back into theaters.  Now with advanced technology, expect to see 3-D everywhere. 

Dreamworks says every animated feature it produces will now be in 3-D.

On Monday, so will NBC's comedy "Chuck."

David Schwartz says, "with digital projection systems .. and digital production methods that make it possible to have new forms of 3d. you're really seeing a major investment from the studios."

Studios and advertisers are betting once you've been to the third dimension, it may be hard to turn back.