3:25 p.m. | Updated The arms race — or is it a hands race? — among smartphone makers continues to intensify, with one new front being the idea of 3-D phones that do not require 3-D glasses to use them.
HTC is already selling such a phone, the HTC Evo 3-D, in partnership with Sprint. Another entry is coming from LG, which intends to begin a big marketing campaign on Monday in New York for the Thrill 4G, to be sold in partnership with AT&T.
The campaign, which will carry the theme “Your World Comes Alive,” is to start with a concert by the band Jane’s Addiction at 9 p.m. at Terminal 5 on the Far West Side.
Plans call for concertgoers to use more than 200 of the new phones to shoot 3-D video of the concert. LG will combine and edit the video to produce a 60-minute documentary it refers to as “the world’s first 3-D user-generated concert.”
The documentary is to appear on YouTube on Aug. 4.
The concert is being staged by Momentum Worldwide, part of the McCann Worldgroup unit of the Interpublic Group of Companies.
Also on Monday, LG is to announce the price of the handset: $99.99 with a two-year contract. The handsets are expected to be in AT&T stores by the end of August.
The campaign will also include a 3-D gaming tournament in San Francisco, on Aug. 10, and a commercial in 3-D to appear in movie theaters that show 3-D films, on Aug. 12.
The commercial is humorous, featuring a bombastic spokesman who presents attractions like a “3-D waving cat.”
The spokesman demonstrates how the phone “allows for glasses-free 3-D viewing” by tossing 3-D glasses into a trash can, which explodes ostentatiously.
In a technological irony, to watch the commercial about how the Thrill 4G does not require 3-D glasses, moviegoers will have to wear their 3-D glasses.
The commercial is created by Y&R, part of the Young & Rubicam Brands division of WPP.
A microsite, or special Web site, devoted to the Thrill 4G is already live, at thrillbylg.com.
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