3D the best thing since colour TV: Sony
Sony is kicking off its 3D push in Australia with Bravia bundles, games, movies and music videos.
Update June 15, 2010: Sony has today announced the cancellation of the promotional offer on the HX800 outlined below. See Sony reneges on 3D TV promotion for further information.
In case anybody was missing the point that 2010 is the dawning of the Age of Aquarius 3D, Sony invited a swag of media types to a simulated "3D home" at a swanky harbour-front pile in Sydney's Rose Bay last night.
In his opening remarks, Carl Rose, managing director of Sony Australia and New Zealand, claimed we are at a defining moment and "not since colour TV hit our shores has there been such enthusiasm for a home entertainment technology".
The real point of the evening was to exploit Sony's hitching of its 3D kick-off with the imminent FIFA World Cup coverage. The company is rushing in an early June shipment of its first 3D-capable TV, the Bravia HX800. To entice early adopters, it will come bundled with two pairs of Sony 3D glasses (AU$99), a Sony 3D transmitter (AU$69, not built-in for this particular TV model), a PlayStation 3 and two full 3D games for PS3 (WipEout HD and SuperStardust HD), which will be available through the PlayStation Network. Also available on the gaming front are three 3D episodes of Pain and a 3D demo of MotorStorm Pacific Rift. This the limited-time bonus offering is available from June 11 to July 12 while stocks last. The confirmed RRP for the Bravia HX800 is AU$2799 (40-inch), AU$3499 (46-inch) and AU$4699 (55-inch model). 3D glasses, the transmitter and games will all cost extra after the expiration of the introductory offer.
The hero Bravia for 2010, the 3D-ready LX900 Series, along with two full HD 3D Blu-ray players and three 3D Blu-ray home theatre systems are all due in July. Sony's soon-to-launch NEX-3 and NEX-5 interchangeable lens cameras can also capture 3D Sweep Panorama images that can be viewed on compatible 3D Bravia TVs.
Once the 13 3D matches of the World Cup are finished, the issue of the still-limited selection 3D content raises its head again, so Sony showed off its upcoming animated title, Cloudy with a Chance of Meatballs, which will be available in July on Blu-ray 3D for AU$49.95.
The company is also pushing 3D music videos, and debuted for the crowd a new 3D music video from Guy Sebastian. The video for his upcoming single Never Hold You Down was filmed in 3D on the boardwalk at Los Angeles' Venice Beach. The one-shot video involved 70 cast and crew, and did serve to highlight the potential of how 3D can enhance a video clip.
Also shown was a teaser of the first Sony 3D music video shot in Australia, the Rogue Traders' Hearts Beat as One. The clip features Sydney FC team members and as it's the Qantas Socceroos 2010 FIFA World Cup anthem, it will be officially screened in full to the general public at the Sydney FIFA Fan Fest site in Darling Harbour on 13 June.
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