Sony 4K Ultra Short Throw Projector priced at $50,000, available only in NYC area (hands-on)

The 4K Ultra Short-Throw Projector wowed us at CES. Now, Sony's put a price tag on it -- and you may need to sell your BMW to afford it.

John Falcone

John Falcone

Executive Editor

John P. Falcone is an executive editor at CNET, where he coordinates a group of more than 20 editors and writers based in New York and San Francisco as they cover the latest and greatest products in consumer technology. He's been a CNET editor since 2003.

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Editors' note, September 4, 2014: This story updates a version published on January 8, 2014, with pricing, availability, and comparative analysis.

Back at CES in January, we were wowed by Sony's 4K Ultra Short Throw Projector. The product was essentially a projector mounted in a credenza, firing its massive 4K laser image (up to 147 inches) on the wall directly above it, rather than across the room -- the "short throw" in question.

Sony made no secret of the fact that this would be an ultraluxury device selling well north of $30,000, and estimated a "summer" retail date.

Now, unlike much of the vaporware concept devices that we see at CES, Sony is actually delivering -- but it's gonna cost you. The 4K Ultra Short Throw Projector will cost a whopping $50,000 when it hits later in September, and it will only be available to "consumers within the New York City metropolitan area."

One percenters in the New York area who are interested in the 4K Ultra Short Throw Projector can order from Sony via phone (866-294-7669) or online.

Sony's 4K Ultra Short Throw Projector: Your wall as TV screen (pictures)

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What you're getting for $50k

Under the hood, the 4K Ultra Short Throw Projector uses an SXRD laser projector to deliver its 4096 x 2160 image. Otherwise, it seems to have the same sort of spec sheet you'd expect on a flagship Sony TV -- four HDMI inputs, Triluminos display, 3D support, built-in speakers -- the whole nine yards. (The full spec sheet is available at Sony's site.)

When I saw the projector in action at CES, the demo clips from "Elysium" looked stellar. While I'm an avowed 4K skeptic, with a screen bigger than 150 inches, a 4K picture (with, of course, native 4K content) can actually deliver detail you can't see even on a 65- or 77-inch screen. It is, quite literally, a home movie theater.

Sony 4K Ultra Short Throw Projector
Turn the lights out, and you've got a real movie theater experience. And unlike with a standard projector, you don't need to worry about ceiling mounts, or a ceiling fan, getting in the way of the beam. John P. Falcone/CNET

Are there any alternatives for mere mortals?

If you're looking for short-throw alternatives that don't involving taking out a second mortgage, there are actually some options. The LG Hecto (introduced at CES 2013) delivers a 100-inch screen (albeit not at 4K resolution) for $9,000. At $1,800, the Philips Screeneo HDP1590 is much more affordable -- but we were left underwhelmed by its 720p image.

Meanwhile, we expect Sony's newest projector to be even more affordable. The Portable Ultra Short Throw Projector hasn't yet been priced, but with a screen size of just 23 inches, we can't imagine it'll cost very much.