Three technologies are vying for the eyes of 3D moviegoers, and there is no clear indication yet which one will emerge the winner, the New York Times observed today (Monday). RealD's polarizing technology was 20th Century Fox's choice for the opening of Avatar . Masterimage 3D uses the same sort of technology. Dolby, the company originally associated with stereo sound, makes another kind of glasses that filter out red, green and blue frequencies. A third company, XpanD uses a shutter system. RealD glasses cost about 65 cents; Dolby's cost about $28; and XpanD cost about $50 each. The expensive glasses, which some say provide a better viewing experience, require washings after use. The cheaper ones go in the trash -- although the company is now encouraging theater operators to return them for cleaning and recycling. While theater owners say that the average patron can't tell the difference, one of the companies, XpanD, apparently thinks that it can win the battle by making stylish glasses that individuals will buy. XpanD CEO Maria Costeira told the Times "Stylish, thin and light, 3-D glasses will become your new iPod."