Get your glasses ready. The New York media community will have the opportunity to experience 3-D digital cinema, home entertainment and more at the 3-D Experience: Annual 3-D Entertainment and Technology Festival.

The three-day event, held from Sept. 24-26 in Times Square and presented by AdweekMedia parent e5 Global Media, is designed to appeal to professionals in the 3-D community and the tech-hungry consumer with a comprehensive executive forum, a 3-D consumer showroom hosted by retail giant Best Buy, and 3-D screenings at the AMC Empire 25.

Site venues for the event are the AMC Empire 25 on 42nd Street, Discovery TSX Center and the Nasdaq MarketSite. "We are different from any other event in the world because we are screening 3-D content in a actual cinema hall and not a hotel ballroom, plus we have an active consumer component," said Robert Sunshine, managing director of the event. "3-D is an immersive technology that is creeping into all walks of life, so to have consumers be able to see firsthand under one roof many of these 3-D technologies is what this event is about".

Barbara Lippert of AdWeek will moderate a panel on "Getting Ahead of 3-D for Advertising Professionals," and Ken Venturi, CCO, evp of National CineMedia, will talk on "An Industry's Journey Into a New Dimension."

"I'm very excited about leading the panel on advertising at the 3-D Experience," said Lippert, editor-at-large at Adweek. "It's not just that every top director and major studio in Hollywood is using digital 3-D -- advertisers know that consumers will expect to see it enhance their everyday digital experiences on all of their screens and mobile devices. It's the smart brands that are already on the bandwagon and figuring out future uses for digital 3-D."