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Expensive. now hbo is picking up part of the cost to advertise "true blood." "playboy"'s center fold. >> do you have "playgirl"? >> reporter: sorry. putting the glasses on the camera won't make it work on tv. >> objects appear larger than they should be. >> reporter: hustler is planning a spoof of "avatar," "saturday night live" has featured love making. >> that is crazy stuff. where did you learn that? >> college. >> reporter: "sports illustrated" has done 3-d photo spreads twice already. >> wow! >> reporter: with their swimsuit edition. >> who cares about "sports illustrated." this is "playb...

Its series "true blood." first-ever 3-d centerfold what do you think? >> do you have a copy of "playgirl"? >> sorry, no male centerfold for gay readers. unfortunately putting the glasses on the camera won't make 3-d work on tv. >> well, the text appear larger than they should be. >> reporter: actually 3-d is a growing part of porn. "hustler's". even planning a 3-d-rated spoof of "avatar." >> wow, that's crazy stuff. where dulearn that stuff. >> college. >> reporter: "playboy" isn't exactly breaking new ground. "sports illustrated" has done 3-d photo spreads twice already. >> wow. >> reporter: ...