Philips announced the world's first cinema-proportioned LCD technology, which boasts a 56" screen shaped in the 21:9 aspect ratio, so movies in the 2.39:1 format completely fill the screen - exactly as you experience at the cinema.
The new LCD TV promises to deliver "a genuine Cinematic Viewing
Experience" to movie lovers in their own home.
Films fill a cinema screen. The images reach right out to the very limits
of the screen and of our peripheral vision, enveloping us so completely in
the action that we actively 'feel' along with the characters in front of
us. This cannot be achieved on a conventional 16:9 widescreen TV at home
without moving to a 'letterbox' view or losing the full scope of the
Philips Cinema 21:9 technology promises to solve these issues. In
addition, the new LCD TV features Philips' Ambilight technology -
accurately matching on-screen content to extend the picture beyond the
confines of the screen.
Using advanced formatting technology, regular 16:9 content from sources
such as TV broadcasts and games consoles is also adapted to fill the 21:9
Des Power, Senior Vice President Marketing Television, Philips Consumer
Lifestyle, commented: "With our unique Cinema 21:9 we have
developed a television which takes you as close to the experience that you
enjoy at the cinema as you can get without buying a ticket. We
believe that to really become absorbed in watching a film at home
consumers are looking for a real cinematic viewing experience, so we have
launched the world's first cinema-proportioned TV screen perfectly
complemented by our immersive Ambilight technology."
He added, "Philips new Cinema 21:9 takes enjoying movies at home to an
entirely new level, the advantages over a traditional 16:9 ratio
screen in side by side comparisons are truly striking."
Philips has not provided detailed product specifications of pricing
details for the new Cinema 21:9 LCD TV, which will be available in spring