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People Want the Snapchat Spectacles So Bad They'll Stand in the Cold for Hours in Midtown NYC The new device costs $130 and records 10-second videos.

By Stephen J. Bronner Edited by Dan Bova

Stephen J. Bronner

Forgoing the snazzy vending machines it's been placing in locations around California, Snap has opened a pop-up shop in New York City to sell Spectacles, $130 sunglasses that record 10-second videos.

It was 38 degrees this morning, and when I arrived at the shop on 59th Street and 5th Avenue (around the corner from an Apple Store), there was a line down the block. Someone even recorded the action via Spectacles.

Image credit: Stephen J. Bronner

Related: Snap's Youthful Founders Show No Fear in Race to IPO

Of course, the line was shorter than Monday's (but the day had just begun).

Image credit: Stephen J. Bronner
Some of the people on the line were professional "waiters" (yes, really). I spoke to three individuals who have been waiting since the early hours of the day. The first was Hugh Jackman.

Here are Chris Lyons and Ryan Edelstein.

New Yorkers rushed to use their Spectacles -- even when they didn't have much yet to record.

It may take some time until New Yorkers create a truly entertaining video, such as this one from a San Francisco resident:
Stephen J. Bronner

Entrepreneur Staff

News Director

Stephen J. Bronner writes mostly about packaged foods. His weekly column is The Digest. He is very much on top of his email.

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