Inquirer puts section, Halladay in 3-D

The Inquirer this weekend will experiment with 3-D.

An innovative section in Sunday's editions - which first hit newsstands Saturday - will feature eye- popping images, using improved technology that has re-energized movie viewing.

Also included: a spacy 3-D poster of Phils ace Roy Hallaway rendered in colorful outlines, a la neon.

The 8-page section appears to be the first of its kind for an American newspaper, said Ed Mahlman, chief marketing officer for the Inquirer, Philadelphia Daily News and Philly.com.

Remember those old movies that were a smeary mess of red and blue without the special glasses? Previous U.S. attempts looked like that, Mahlman said.

This section will appear normal to everyone - and 3-D to those using the clear-lensed glasses provided with the paper.

Philly.com also will feature the images starting midday Saturday. To view them in 3-D, the same glasses - available only in the paper - can be used, Mahlman said.

The section cover shows a Philadelphia skyline with tail lights, headlines and streetlights that seem to float above the page. The center spread includes photographs of Parkway fireworks, Mummers, Ryan Howard and Independence Hall. Macy's, Bloomingdale's, the Pennsylvania Lottery, Hewlett Packard and ING Direct all have full-page ads.

Films such as Avatar, Alice in Wonderland and How to Train Your Dragon have done wonders for their bottom lines by selling pricier tickets to see their special effects in 3-D.

Newspapers in London, China and Belgium have already tried similar technology in print - and Playboy's June issue had a 3-D centerfold.

The goal in Philadelphia is to kick up interest by readers and advertisers, as newspapers nationwide seek ways to restoke their fortunes.

"We are determined to continue to push the envelope and offer new innovations and new experiences for our readers," Mahlman said.

The Inquirer, Philadelphia Daily News and Philly.com - part of a media company currently known as Philadelphia Newspapers L.L.C. - are expected to have new owners next month, emerging from bankruptcy after about a year-and-a-half of legal battles.

The Associated contributed to this article.