Philips launches Philips Cinema 21:9 exclusively in the UAE

Cinema 21:9 lets you enjoy movies as you would in the cinema. Movies are displayed in the 21:9 aspect ratio - exactly as the director intended - on its 56" Full-HD screen.

Cinema 21:9 is the world's first TV to deliver a true cinematic viewing experience in the comfort of the home. Traditional LCD televisions compromise on the cinematic viewing experience either by changing the aspect ratio to fill the screen - losing the full scope of the original shot - or by inserting distracting black bars (letterboxing) at the top and bottom of the screen. Cinema 21:9 overcomes these issues and perfectly displays 2.39:1 movie material to give the viewer an uncompromised and absorbing cinematic viewing experience.

Cinema 21:9 is the first ever TV shaped in the 21:9 cinema aspect ratio and combines superb picture quality courtesy of Philips powerful 2009 Perfect Pixel HD processing engine (500 million pixels per second processing power and 2,250 trillion vivid colors) with immersive three-sided Ambilight Spectra technology. Ambilight projects ambient LED lighting from the top and sides of the TV that absorbs the viewer into the picture and expands the content beyond the confines of the screen. The color and intensity accurately change to match the on-screen action and lock your vision on the screen to immerse you further in the movie. Completing the picture package, Cinema 21:9 is equipped with a Full HD 2560x1080p screen with 8.3 million pixels that guarantees crystal clear and razor sharp images with high definition sources.

Cinema 21:9 is equally accomplished with more-common 16:9 material from sources including broadcast television, gaming and DVDs, which courtesy of best-in-class auto formatting technology can be resized to fill the screen (note: auto formatting can also be switched off).

Cinema 21:9 is the fastest LCD available in the world today, with a refresh rate of just 1ms. Even the fastest on-screen action is realistically life-like and smoothly rendered thanks to 200Hz Clear LCD. In addition, Perfect Contrast helps boost contrast levels to deliver an 80,000:1 dynamic contrast ratio. Picture quality is further enhanced by Perfect Natural Motion that ensures moving objects glide naturally on-screen, eliminating the judder associated with other LCD TVs.

Consumers with multiple HDMI devices will appreciate the versatile connectivity options of Cinema 21:9, which sports five HDMI 1.3a ports, DLNA and Wi-Fi connectivity.

Vincenzo Ventricelli, Director Customer Marketing Management, Sub-Cluster Middle East & Africa, 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."

Red carpet roll-out for Cinema 21:9 interactive website

To celebrate the imminent arrival of the groundbreaking Cinema 21:9 LCD TV, Philips launched a new website featuring the exclusive 'Carousel' movie to promote the eagerly anticipated Cinema 21:9 LCD TV. The new website will act as the dedicated online home of the world's first cinema proportioned television screen.

Found on-line at www.philips.com/cinema, the site is host to the exclusive fully interactive movie Carousel, directed by Adam Berg with music provided from Michael Fakesch. The 2 minute 19 second cinematic feature is filmed in one continuous tracking shot and offers an exploration into the world of movies being made for the cinema screen through the eyes of the director and the special effects and lighting experts. During playback of the movie, users have interactive touch points in which they can access additional content and feature demonstrations.

Ventricelli added: 'Cinema 21:9 this unique TV now has an amazing on-line showcase, which is packed with interactive content that users will find captivating and educational.'

Cinema 21:9 campaign wins Grand Prix in Cannes!

Cinema 21:9- 2 Awards at Cannes Lions International Advertising Festival

The Carousel movie received 2 awards at the 2009 Cannes Lions International Advertising Festival for the cinematic viewing experience campaign - with the interactive film as its centerpiece. In addition to winning a Silver Lion in the Cyber category, Philips won the Grand Prix in the film category!

Lions are widely regarded as the most prestigious awards in the advertising industry, and the film Grand Prix is the most coveted of them all. Our campaign beat 3,500 other entries from around the world. Importantly, this is the first time ever that an internet film has won the film Grand Prix.

Cinema 21:9 and 50 cents

50 Cent launched his new video last month featuring the Cinema 21:9 and the campaign film Carousel. The film is posted on hip hop sites all over the internet. www.thisis50.com
50 Cent is the number 3 most powerful celebrity in the world and is one of the leading brands in the online world.

EISA AWARD: European Home Theater Innovation 2009-2010: Philips Cinema 21:9 & Blu-ray Disc player BDP9100

In EISA's Home Theater Innovation category, Philips is proud to have been crowned for its ultimate cinematic viewing experience at home with the world's first cinema-proportioned LCD television and its accompanying Blu-ray Disc player. In the official citation, the EISA judging panel stated, "The announcement of Philips' Cinema 21:9 HDTV was greeted with great enthusiasm by home cinema buffs. And for a good reason, for as more BD releases are offered in their original cinematic aspects of around 2.35:1, this is the first set that gets close to offering the widescreen impact intended by the director. Philips' 56PFL9954H, named in full, still partially scales the BD's 1080p output to fill its 2560x1080 pixel screen but the results are both natural and compelling.

Cinema 21:9 is available exclusively in Sharaf DG Times Square, Dubai Mall and DG For You in Dubai Marina.