COMPLETE 3D EXPERIENCE HITS UK SHOPS - SONY ANNOUNCES LENS TO LIVING ROOM OFFERING

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From Friday, June 11 2010, a full range of Sony 3D hardware and content will be available to buy in almost 600 retail outlets around the UK - this date also marks the first time consumers will have been able to experience 3D gaming in the comfort of their own home.

Industry experts, Future Source Consulting, expect 3D to be fully embraced by UK consumers over the next four years with 40% of new TVs 3D by 2014.* Sony is fully behind the technology and intends to continue its investment offering lens to living room 3D.

CONTENT

The arrival of 3D in the UK is one of the most exciting things to happen to the TV industry in years but would be nowhere near as interesting without great content. That is why Sony is introducing a raft of 3D movies, games and videos from launch.  

Games – Sony brings 3D gaming to consumers for the first time
 
Friday, June 11, will be the first time UK consumers have been able to experience 3D gaming. Sony Computer Entertainment Europe is set to release four 3D stereoscopic titles through the PlayStation Network, available to download completely free when buying a Sony 3D TV:

• WipEout HD  - pilot an anti-gravity craft in the ultimate racing game
• SuperStardust HD – destroy rocks and enemies in space in this fun title similar to Asteroids  
• PAIN - attempt to damage the ragdoll character by flinging them from a rubber-band catapult
• MotorStorm Pacific Rift Demo – race a monster truck around a lush island environment and experience brutal off-road racing.

Following the initial launch, 3D will continue to be included with some great new titles to be announced later this year.

Films - Exclusive 3D Blu-ray disc bundled with selected Sony 3D products

Cloudy with a Chance of Meatballs will be bundled with selected Sony 3D products. The Sony Pictures Home Entertainment title will then be sold separately from the 14 June 2010.

Due for release in 3D soon are also:

THEATRICAL

·         Spider-Man (final film title TBC) –The new film, which is still untitled, focuses on a Peter Parker as a teenager dealing with both contemporary human problems and amazing super-human crises.

·         The Green Hornet –Seth Rogan is THE GREEN HORNET, a masked vigilante who fights crime with the help of martial arts expert and faithful sidekick, Kato

·         Resident Evil: Afterlife– The latest instalment in the highly successful Resident Evil franchise, starring Milla Jovovich and Ali Larter.

HOME ENTERTAINMENT

·         Monster House – Even for a 12-year old, D.J. Walters has a particularly overactive imagination. He is convinced that his haggard and crabby neighbour Horace Nebbercracker, who terrorizes all the neighbourhood kids, is responsible for Mrs. Nebbercracker's mysterious disappearance. Any toy that touches Nebbercracker's property, promptly disappears, swallowed up by the cavernous house in which Horace lives

·         Open Season –The family adventure comedy Open Season, Boog, a domesticated grizzly bear with no survival skills, has his perfect world turned upside down when he meets Elliot, a scrawny, fast-talking mule deer from the forest.

Music – Watch music’s superstars, new and old, in exciting 3D

Sony Music is set to release a host of 3D content, to be shown at Sony Centres around the UK, including:  

·         Shakira ‘Waka Waka’ music video – official FIFA World Cup song in 3D

·         SIA gig – her stunning Round House performance captured in 3D and shown in Sony Centres.

·         Iconic  music videos – vintage and classic music videos remastered into 3D

·         Jimi Hendrix – vintage Hendrix tunes remastered into 3D

Sony 3D and the World Cup

Sony and FIFA recently confirmed that they would be filming 25 matches in the FIFA World Cup™ in 3D. Sony is creating 3D promotional trailers for each of the 25 games and screening in 1,300 Sony-affiliated retail stores and flagship stores throughout Europe.  

HARDWARE

3D televisions, Blu-ray players, home cinema system, PS3 consoles and cameras

The range of Sony 3D products going on sale reinforces the company’s intention to make the technology accessible to all consumers. Combining outstanding consumer value, unique technology and unrivalled style, the range will continue to be added to over the coming months.

The latest 3D technology will be included in all new BRAVIA 3D TVs. Built upon the 200Hz high frame rate technology from Sony that allows viewers to see 3D in full High Definition 1080p¹ fidelity, the High Definition 3D image is further enhanced with the inclusion of ‘High Speed Precision²’, ‘LED Boost³’ and ‘3D up conversion⁴’, three technologies unique to Sony and designed to make the 3D image even clearer and brighter.

Spearheaded by the BDV-E370, the complete range of Sony Blu-ray Home Cinema Systems this year is also “3D capable”. Bringing full HD 3D Blu-ray disc playback, a 3D firmware update will be released in line with the overall 3D launch on June 12. The BDP-S570 Blu-ray player model, now on sale, is the first with 3D playback out of the box. Also already in-store is the highly affordable BDP-S470 “3D capable” Blu-ray Player.

Sony 3D glasses, using active shutter technology to deliver full High Definition 3D are designed for both comfort and stamina. Smaller pink and blue glasses are available for people with smaller face such as children, and with a battery life of approximately 100 hours^7, and an auto shut off function – the Sony glasses will allow you to enjoy the 3D action for longer.

As a world’s first, Sweep Panorama photographs on the NEX-5 and NEX-3 cameras can also be enjoyed in stunning 3D on compatible BRAVIA™ 3D televisions. A high-speed burst of frames is stitched together automatically to create detail-packed 23 megapixel panoramas with a 226 degree effective angle of view. 

PS3 owners are able to upgrade their consoles to 3D with a firmware update. A further free update to make PS3s 3D Blu-ray disc compatible will be made available within 2010.

3D VAIO laptops are also due to launch in 2010.

“We’re delighted to be able to bring 3D products and content to the home and believe we are in a unique position to do so,” said Andy Benson, Sony UK commercial director.

“But this is just the start of the journey. Each Sony company is fully behind 3D; focused on creating great content and, in the very near future, enabling consumers to create their own. For Sony, 3D is a continuation of our efforts to raise the experience of entertainment.”

For full launch range details please see appendix A.

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