The Grammy Awards airing this Sunday night on CBS (Jan. 31) plans to tap into 3D technology to highlight a tribute segment to one of its biggest stars who died since the last Grammy ceremonies a year ago, Michael Jackson.
CBS is teaming exclusively with Target outlets nationwide as the retailer plans to provide several million free 3D glasses that will be required for viewers to see the segment in 3D. Target has been offering the glasses all this week, and will continue to distribute them at their stores (while supplies last) up until the time of the Sunday broadcast (8 p.m. EST).
CBS said the Jackson tribute is being produced as a sort of "3D mini-movie" that will feature primarily video for the previous Jackson hit single "Earth Song" — composed by Jackson with a strong environmental theme originally to serve as the centerpiece for his "This Is It" tour. Jackson died of cardiac arrest June 25 in Los Angeles during final rehearsals for the world tour. (Much of the rehearsal footage was released in a recent motion picture, although the Grammy people said the "Earth Song" video portion has never been screened in public until now.)
Taking part in the 3D Jackson tribute will be past Grammy winners Celine Dion, Jennifer Hudson, Smokey Robinson, Carrie Underwood, Usher, and the voice of Jackson himself.
Grammy officials said Sunday's broadcast will mark the first time a major awards show has aired any segments in 3D, although the music show is not unaccustomed to technical innovation. The 2003 Grammys telecast marked the first time an awards show was aired in HD and 5.1 surround sound.
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