3D ads to put virtual beers on bars

17:13 23 March 04 NewScientist.com news service

Three-dimensional foaming glasses of beer could soon leap out of TV screens and on to bars, to try to tempt customers into buying drinks.

The system, from X3D Technologies in New York City, allows the virtual drinks to jump up to a metre in front of the screen. They can be viewed with the naked eye from anything up to a 120 degree angle.

"People stand in their tracks, they are stunned by what they see," claims Myles Owens, chief executive officer of X3D. The first 3D alcoholic drinks advertisements were shown at the International Nightclub, Bar Beverage and Food Convention in Las Vegas earlier in March.

Until recently 3D displays that can be viewed without special goggles have been used to enhance high-end laptop computers and television sets, mainly in Japan. But now X3D Technologies is marketing its product to advertisers in Europe and the US as a new way to tantalise customers.