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Public awareness of vision problems: Now in 3-D!

November 20, 2013
Eye Care Practitioner of the Year Ingryd Vargas-Lorenzana, O.D., on the red carpet before attending the award banquet at Paramount Studios.

Eye Care Practitioner of the Year Ingryd Vargas-Lorenzana, O.D., on the red carpet before attending the award banquet at Paramount Studios.

The latest breakout hit in theaters: a public awareness campaign about 3-D viewing.
An innovative, award-winning pilot program in Chicago is educating moviegoers about how vision problems may hinder their enjoyment of 3-D movies. It’s also helping them find corrective treatment from nearby optometrists.

“Offering the Finest Digital 3D Experience” was developed jointly by the West Chicago Optometric Society (WCOS) and the Windy City’s Classic Cinema theater chain.
Although only six months old, the campaign already picked up one of three special Outstanding Achievement awards during the International 3D & Advanced Imaging Society’s (I3DS) 2013 3D Technology Awards ceremony, held Sept. 18 at Paramount Studios in Los Angeles.

“The international 3-D entertainment industry and the eye care professions share a common goal in addressing binocular vision problems,” said WCOS President Steve Butzon, O.D. “This prestigious honor shows once again that the developers of 3-D technology recognize the important role eye care professionals play in the development of this exciting field.”

The I3DS also presented its inaugural Eye Care Practitioner of the Year awards to Michael L. Halkias, O.D., and Ingryd Lorenzana, O.D., for their participation.

A few days later, Classic Cinemas owner Willis Johnson received the Illinois Optometric Association’s Citizen of the Year Award for his help developing the program.

What the campaign includes

The WCOS and the AOA are providing Classic Cinema’s 14 theaters with educational materials for patrons, including:

  • Specially designed posters for theater lobbies, featuring information on 3-D movie viewing and the AOA’s 3D Eye Health website.
  • Specially marked copies of AOA’s “The 3 Ds of the 3-D Viewing Experience” and “There’s More to 3-D than Meets the Eye” brochures, customized with each theater’s name. These brochures are available in theater lobbies for patrons who realize during viewing a 3-D movie that they may have a binocular vision problem.
  • Specially developed leaflets about 3-D vision problems. Ushers give these leaflets to all patrons as they leave the theater.

An area optometrist also trains theater staff on the importance of proper binocular vision for 3-D movie viewing.

Theater staff members are encouraged to relate that information to patrons and to encourage any who experience problems to see an eye care practitioner. All 500 of Classic Cinema’s employees were trained.

The AOA’s 3-D Vision & Eye Health site offers extensive information on 3-D media and binocular vision problems at http://3deyehealth.org. The AOA offers a variety of resources (member login required) to assist optometrists in providing state-of-the-art 3-D vision care in their practices.

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