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Panasonic, Fox Partner to Promote ‘Avatar,’ 3D

24 Aug, 2009 By: Chris Tribbey


Panasonic is partnering with 20th Century Fox and director James Cameron to promote Avatar, which hits theaters in 3D Dec. 18, along with its Full HD 3D products.

“Our collaboration with 20th Century Fox and James Cameron as the exclusive audio visual partner on Avatar is the largest promotional program Panasonic has ever undertaken focusing on a single film,” said Toshiro Sakamoto, EVP of Panasonic Corporation.

Panasonic will launch a worldwide advertising campaign tying the film to its products, including previews of the film in 3D at numerous events. A nationwide truck tour will kick off in the fall, showing full HD 3D technology via 103-inch Panasonic Viera plasma HDTVs and Blu-ray Disc players. In Europe, Panasonic will set up mobile full HD 3D theaters at shopping malls, and in Japan will showcase the technology at the CEATEC electronics trade show Oct. 6.

Panasonic’s 65-inch and 103-inch plasmas were used for the production of Avatar, as were the company’s camcorders and memory cards, used by Cameron to map scenes before they were shot in 3D.

“I believe 3D is how we will experience movies, gaming and computing in the near future. 3D is not something you watch, it’s a reality you feel you could step into,” Cameron said. “In 2008 I was thrilled to join forces with the pioneers at Panasonic. They share my philosophy on the future of entertainment. I’ve had an opportunity to view Panasonic’s full high-definition 3D technology first hand, and it was remarkable.  Panasonic is the perfect teammate for us behind and in front of the camera. They play a crucial role in realizing the next giant step forward for in-home entertainment.”

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