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New company Marchon3D, a division of Marchon Eyewear, will design, manufacture, and distribute 3D eyewear domestically and internationally. President David Johnson spoke with EB about the firm.

EB What makes a lens a 3D lens?

DJ A 3D lens allows one image to be seen by one eye and another overlaying image to be seen by the other eye. To present 3D, two superimposed images are projected onto the same screen through different polarizing filters.

Marchon3D eyewear contains circularly polarized lenses which allow the passage of light through the lens for each eye individually. The lenses also spin the light as it passes through, allowing viewers to look around without losing 3D perception.

EB How can 3D glasses work as regular sunglasses?

DJ Marchon3D eyewear uses patent-pending optical quality lenses that block 100 percent UVA and UVB, providing use as sunglasses. They are also impactresistant, anti-scratch coated, and curved to fit frames that can provide the fit, comfort, and visual performance of premium eyewear.

EB How will 3D glasses be part of ECPs' dispensing?

DJ Like sunglasses, 3D eyewear can be a category for dispensing. Almost everyone has seen a 3D movie in theaters and soon many will bring it into their homes.

Consumers will be looking for 3D eyewear that delivers style, comfort, and fit. In addition, Marchon3D will offer prescription 3D eyewear solutions for Rx wearers.

EB Are there any designs/shapes that are best suited for 3D eyewear?

DJ There are several factors that must be considered in designing or selecting eye sizes and shapes, including viewing environments (screen size for example), individual head size, curvatures, and eye shape radius.

Some shapes, especially with sharp angles and high base curves, can potentially compromise 3D performance. Also, temples are generally wider to give better reduction from side glare and internal lens reflections, which can be distracting.

EB Where do you see 3D glasses going?

DJ There are more than 24 3D films slated for release next year. It's also estimated that 43 million 3D televisions will be sold by 2014, bringing 3D into living rooms across the globe. 3D is also showing up in public places and social events outside the theater, such as the 2010 World Cup, which was broadcast in 3D to countless pubs in the U.K.

Much like sunwear, we believe consumers will keep a pair of their 3D eyewear with them, or have multiple pairs that satisfy their personal style and taste. EB