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Sony 3DTVs Available for Presale; 3D Blu-ray Players, Firmware Upgrades Coming

9 Jun, 2010 By: Billy Gil

CULVER CITY, Calif. — Sony announced its 3D-ready Bravia TVs are available for presale at Sony Style stores and will include a copy of Cloudy With a Chance of Meatballs on Blu-ray 3D. The TVs and 3D-ready Blu-ray players will ship in July.

The company also released a free firmware update allowing 3D capability for Sony Blu-ray players BDP-S470 and BDP-S570 and home theater systems BDV-E570 and BDV-E770W.

Sony kicked off its latest 3D promotions — including the announcement of a new as-yet-unnamed 3D network with Imax Corp. and Discovery Communications as partners and Discovery Channel executive Tom Cosgrove as president and GM — June 9 at the Sony Pictures Studios lot. Sony executives showed off 3D sports (golf's The Masters), nature (images of polar bears and sea snakes slithering toward the audience) and Blu-ray 3D movies (Cloudy With a Chance of Meatballs).

“Sony is blazing the trail in every part of the 3D universe,” said Sir Howard Stringer, chairman, CEO and president, Sony Corp. of America.
Sony previewed a 3D marketing campaign featuring NFL quarterback Peyton Manning of the Indianapolis Colts and Jive/Sony Music artist Justin Timberlake, which will air during the 2010 FIFA World Cup, which is being broadcast in 3D (as well as in 2D) starting June 11, when ESPN 3D launched as well.
“HD [didn't take hold] until content was available to see,” ESPN’s Bryan Burns, VP of strategic business planning and development, said of the importance of launching 3D content to spur 3D consumption.

Burns said future ESPN 3D events and genres will include the Home Run Derby, X Games, college football, college basketball and the NBA.

Sony's new 3D-ready Bravia TVs include the XBR-LX900, with a built-in 3D sync transmitter and two pairs of active shutter glasses, as well as the XBR-HX909 and KDL-HX800 series models. Screen sizes run at 40, 46, 52, 55 and 60 inches, with prices from about $2,100 (KDL-40HX800) to $5,000 (XBR-60LX900).
Sony Pictures Home Entertainment's first Blu-ray 3D title, Cloudy With a Chance of Meatballs, will come to consumers who buy and register a new 3D-ready Bravia TV. Also included will be a voucher to download and play from four 3D games for the PlayStation 3 from the PlayStation Network, including PAIN (partial game), MotorStorm: Pacific Rift (demo), and full-game downloads of WipEout HD and Super StarDust HD. A PS3 is needed to play all games.

Starting in July, Sony will offer 3D-ready Blu-ray player the BDP-S770 (with built-in Wi-Fi) for about $300. Sony’s BDP-S470 and BDP-S570 players also have free 3D firmware upgrades available now.  

And, also in July, Sony will make available a 3D-capable, Blu-ray inclusive home theater system (the BDV-HZ970W) at about $800. The system features wireless capability. Sony’s BDV-E570 and BDV-E770W home theater systems also have free firmware upgrades available now to upgrade the Blu-ray players to 3D.

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