In John Carpenter's 1988 film They Live, Hoffman lenses are depicted as special sunglasses that allow the wearer to see hidden messages and the true nature of their environment. When the protagonist, Nada, puts on these glasses, he can perceive the concealed presence of aliens and view subliminal messages such as "OBEY" and "CONSUME," which are otherwise invisible to the naked eye. The lenses serve as a symbolic tool for revealing the film's critique of consumerism and social control.