Sony, the only multinational present in the entire 3D chain

Video, cinema, games and electronics... from production to enjoyment at home, Sony was presented this afternoon in Madrid as the only global corporation present in the entire stereoscopy chain. Sony's bet is on the active glasses system in high definition at 1080p with the conviction that this technology will ensure the highest quality in daily family entertainment. Sony predicts that this year, between 7 and 10% of the sales of its Bravia televisions will correspond to the 3D model, reaching 27% in large format screens of more than 40”.

Sony This afternoon at Sony Style in Madrid, it presented its strategy and commitment to stereoscopy in each of its divisions, highlighting film and television production and distribution and video games.

Pedro Navarrete, president and general director of Sony Spain, has been convinced that "at Sony we are called to lead 3D due to the wide variety of businesses we have within the corporation, closing the cycle between the production and enjoyment of 3D content on television."

According to Navarrete, this is the ideal time "to bet on 3D both in the cinema and at home, incorporating it into daily family entertainment. The resounding success of films like Avatar It has been the definitive endorsement for the take-off of stereoscopy. And until you see it, you don't have a notion of what 3D represents.” The president of Sony Spain has highlighted that along with entertainment, 3D has found a great ally in sport, raising great expectations regarding the broadcast of major events such as the World Cup in South Africa, where Sony technology will play a fundamental role.

According to a survey carried out by Sony with a sample of half a thousand users who have lived the 3D experience in its Sony Style stores, the conclusion is that "once it is seen, it convinces. More than 40% of those surveyed assure that the next television larger than 40 inches will be 3D." In fact, Sony predicts that for this year between 7 and 10% of the sales of its Bravia televisions will be of the 3D model, reaching 27% in large format screens of more than 40”.

Visioned

Regarding viewing systems, Pedro Navarrete has stated that “Sony supports active glasses since they allow the stereoscopic image to be in high definition quality.” Navarrete has emphasized Sony as a multinational that closes the circle, giving as an example the agreement reached with FIFA for the broadcast of matches in 3D during the World Cup in South Africa (a dozen of these matches will be broadcast in 3D in Spain through Digital+).

Coinciding with the World Cup, and complementing the live 3D broadcasts, Sony will carry out a series of public screenings around the world, in which the general public will be able to enjoy promotional trailers for each of the 25 matches in nearly 1,300 European establishments and points of sale.

Sony's 3D glasses, which will use active shutter technology to offer full high definition 3D, are designed to provide comfort and autonomy, with an adjustable and flexible design for both the temples and the bridge, and are offered in various colors to allow a stylish and comfortable fit for everyone. Although some Sony 3D televisions include 3D glasses and a built-in transmitter, for a limited time Sony will offer an optional 3D accessory pack consisting of two pairs of glasses and a 3D transmitter, designed to complement the new launch model HX800 3D, for a cost of 200 euros.

Sony has also confirmed that Sony Blu-ray players and 3D TVs will be available in stores in early June, in time for the first FIFA World Cup in 3D. At the same time, a package of products, services and free content will be launched. For example, PlayStation will offer the download of four 3D games or Sony Pictures Home, the gift of the movie Cloudy with a Chance of Meatballs in 3D when you buy a Bravia 3D.

Sony has also announced that it will begin delivering FIFA movies to Bravia TVs and Blu-ray Disc players across Europe starting this week. For the first time, owners of Wi-Fi enabled Bravia, Bravia Home Theater and Blu-ray systems will be able to enjoy the Best 20 Moments from the FIFA World Cup or review the bibliography of your favorite soccer team through Bravia Internet Video.

Bravia Internet Video will allow users to watch programs they previously missed through TV catch-up services, so you can enjoy your favorite TV shows on a full screen whenever you want. It also allows access to a whole world of free on-demand content on the Internet to explore sharing websites like YouTube, Dailymotion and many others. All this without having to connect the PC or view them on a small screen.

Video games

For his part, Javier Martínez-Avial, general director of Sony Pictures Home Entertainment for Southern Europe, has recognized that "3D will enter homes through Blu-ray and high definition at 1080p with all the necessary capacity to accommodate 3D movies." Everything that Sony publishes on Blu-ray can be seen in 3D or 2D version in HD, starting to release movies this summer with the release of Cloudy with a Chance of Meatballs. Later Sony will launch some classics such as Open Season o Monster House and new releases like the new installment of Spiderman next year.

James Armstrons, senior vice president of Europe and CEO in Spain and Portugal of Sony Computer Entertainment Spain, highlighted that “PlayStation 3 is the first entertainment system to incorporate 3D technology at no cost to the consumer with a simple update.” He has also noted that 3D technology will be applied to almost all existing (via download) and future titles, promoting the renovation of the existing television fleet at home.

Catchment

Finally, Fernando Muro, Sony product manager, highlighted that Sony's professional cameras have been used in the main Hollywood 3D hits, and has drawn attention to new tools such as the MPE-200 3D processor to correct alignment errors in real time.

In recording, XDCAM HD and Muro has also commented that other Sony solutions such as mixers (with dual stream work) or professional monitoring designed to help stereographers control the depth of the image are now fully 3D Ready equipment. In theaters, the 4K projector with SXRD technology is presented, according to Muro, as the best option for a 3D projector on the big screen.

The interventions in this 3D day organized by Sony have been closed by the director and director Joan Riedweg, a pioneer in his day in filming video clips in high definition with Vicente Amigo and, now in 3D, with the video clip for Pastora in the Park Güell in Barcelona. Riedweg has emphasized the figure of the stereographer to prevent the parallax during filming from being incorrect, avoiding visual fatigue. He has also recommended carrying out color editing and correction with glasses, to achieve colorimetry matching, and the use of processors such as the one presented by Sony to adjust cameras, position and optics.

Finally, it should be noted that at the Sony Style it was possible to attend a demonstration of live stereoscopic capture with two Sony PMW EX3 cameras on a P+S Technik rig.