Networks Eyeing Sweeps Through 3-D

Get ready to duck, TV viewers.

The networks want your attention - and they’re willing to throw things at you to get it.

It may sound childish, but the stakes are serious. Both ABC and NBC are turning to 3-D effects as a fresh dimension to the traditionally competitive May sweeps battle.

Both networks claim to be the first to think of using the gimmick on the tube this season, and both are ready to point out who is using it best.

“They (ABC) are just trying to find a sweeps stunt event,” said John Miller, an executive vice president at NBC. “We wanted to take a program showing real promise and drive it up a notch.”

On NBC, the hourlong season finale of “3rd Rock From the Sun” (8 p.m., May 18) puts the alien Solomons into a series of 3-D dream sequences that cost $1.5 million in effects alone and added 11 days to the typical filming schedule.

While ABC won’t reveal its budget, the production of nine shows next week (starting with “Home Improvement” on Tuesday) features “far superior” effects to NBC’s, said Michael Becker, executive director of comedy series.

Perennially nerdy Steve Urkel (Jaleel White) will fire a cannonball into viewers’ living rooms in a pirate spoof on “Family Matters” (8 p.m., next Friday).

It’s not the shot heard ‘round the world, but it does give the character a chance to reach into viewers’ homes in a grab for ratings that has becoming quite literal.

“These are some pretty amazing effects,” Becker said. “To have his arm reaching into your room, it’s wild.”

However, “3-D Week” will be tame to those without special cardboard glasses available at Wendy’s restaurants. To them, it may inspire the urge to adjust the set.

ABC is using a technique called anaglyphic 3-D done by the Los Angeles production company Dimension 3. The method, based on principles that date back to the late 19th century, uses two cameras mounted side-by-side to film images from slightly different angles.

Without special color-coded specs (blue on the left, red on the right), a piece of flying plywood on “Home Improvement,” for instance, is just a two-dimensional board with red and blue halos around it.

The picture won’t be affected enough to bother those without glasses, said Alan Williams, a consultant with Dimension 3. The Los Angeles production company created ABC’s effects and consulted with NBC on “3rd Rock.”

NBC is using a different technology for the Solomons’ dream sequence. Pulfrich 3-D, discovered by the German astronomer Carl Pulfrich in 1922, uses only one camera. It requires different glasses, with dark and clear lenses, to separate the images.

Miller, the NBC executive, promises multiple planes with “rich textural visuals,” but no objects in your living room.

“You’re not going to be ducking out of the way with ours,” he said. “But you’re not going to be ducking out of the way with theirs either. This is not like ‘Captain Eo’ at Disney.”

And while ABC’s method is generally considered to yield the better “off-the-screen” effects, NBC is willing to concede that for a picture that will look normal without glasses.

The Peacock network is distributing 15 million pairs of glasses - available with purchases of Barq’s root beer and Little Caesar’s meals. (ABC is distributing 20 million pairs of its glasses at Wendy’s restaurants.)

Instead, NBC says it is using effects to enhance a show that lends itself well to the technology. Director Phil Joanou (“U2: Rattle and Hum,” “Final Analysis”) supervised the 3-D segments, which were filmed on two movie soundstages in Hollywood because the 24 sets were too big for NBC’s lot.

In the episode, High Commander Dick (John Lithgow) experiences a crisis that sends him and the other Solomons into fantasy sequences that range from a big production number for Harry (French Stewart) to film noir for Sally (Kristen Johnston). Dick’s sequence puts him everywhere from prison to a “Wizard of Oz”-style fantasyland.

“It’s not the type of thing you will see on ‘ER’ or ‘Seinfeld,”’ Miller said. “It works with a show about aliens coming to Earth.”

Both networks say the stunts will work if they attract viewers.

“It creates (public relations) heat,” Miller said. “There are magazine covers that have been generated and we’ve done a lot of interviews. “The goal to shed light on what we think is clearly a very funny show.”

At ratings-challenged ABC, executives will be happy if new viewers sample Ellen and other sitcoms.

“If this will help somebody look at ‘Spin City’ and know it’s a great comedy that’s great,” Becker said. “If I can get somebody to tune in for ‘Drew Carey,’ it’s a chance for them to see a really funny show. These are great shows.”