DreamWorks and PepsiCo unite to publicise film

PepsiCo is participating in a promotional scheme for the new film 'Monsters vs Aliens' to be released later this year.

Dreamworks and PepsiCo are handing out more than 125 million pairs of 3D glasses in the US, with which people can see a special trailer of new film, 'Monsters vs Aliens', which will air during the Superbowl. In professional American football, the Super Bowl is the championship game of the National Football League (NFL). The game and its ancillary festivities constitute Super Bowl Sunday. Over the years, it has become one of the most-watched US television broadcasts.

Many popular singers and musicians have performed during the Super Bowl's pre-game and halftime ceremonies. Super Bowl Sunday is the second-largest US food consumption day, following Thanksgiving.

A 90-second 3D trailer for the film 'Monsters vs Aliens' will air during the half-time show of the Superbowl on 1 February.

There will also be a 60-second 3D ad for SoBe Life Water, a drink owned by PepsiCo. 3D glasses will be distributed through the drink's in-store displays around the country.

The glasses use Intel technology and not the traditional red and blue system. Viewers without glasses will be able to see an ordinary image on the screen.

'Monsters vs. Aliens' gets released on 27 March in the US and features the voices of Kiefer Sutherland, Reese Witherspoon and Seth Rogan.

Last year, the Superbowl was seen by 97.5 million viewers, making it the second-most watched broadcast in US TV history.