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 "playboy." >> reporter: how do models feel about readers reaching out and touch their 3-d image? >> ooh, i don't want to go