Luxottica and Oakley sign DreamWorks' deal

DreamWorks Animation, one of the most powerful film studios in Hollywood, has revealed it is collaborating with Luxottica and Oakley to develop a sunglass lens which doubles as 3D glasses, to tie-in with the move towards making high definition digital 3D movies by film studios.

Speaking during the first ever 3D telecast from his offices in Hollywood to delegates attending the recent International Broadcast Convention in Amsterdam, DreamWorks' chief executive officer, Jeffrey Katzenberg, told nearly 1,000 film industry insiders that the production of these innovative glasses had reached advanced stages.

'They're [Luxottica and Oakley] at a point where they are about to introduce a transition lens that when you go outside it's your sunglasses, and when you go into the movie it transitions into 3D glasses,' he said. 'People are going to own their own glasses. I think from a fashion standpoint and a coolness standpoint people will want to have their own glasses. I think that will be among the many changes that will come along.'