According to MediaWeek, the News International-owned UK tabloid daily The Sun will be the first national newspaper to run ads and editorial in the 3D format, as it plans to this June, a week before the FIFA World Cup’s kick-off date.
The one-off title will be published on June 5, when Sun readers will see a chunk of its editorial, including the infamous Page 3, advertisements and a World Cup Fixtures Wall Chart in 3D. Sun readers will receive a pair of 3D glasses with the paper and it is understood that advertisers will have to pay a significant premium if they want color ads in 3D. The Sun should also be promoting this special issue with a TV campaign running the month before. News International plans to up its print run for The Sun by hundreds of thousands of copies on June 5 anticipating high demand for this first ever 3D issue.
The 2010 FIFA World Cup will take place in South Africa and will be filmed in 3D for the first time. Up to 25 of the games will be captured using 3D cameras. However, England’s group matches will reportedly not be screened in 3D.