Sony Launches 4K Ultra HD TV Marketing Campaign

               Sony Launches 4K Ultra HD TV Marketing Campaign

PR Newswire

SAN DIEGO, May 20, 2013

SAN DIEGO, May 20, 2013 /PRNewswire/ --In support of its new 4K Ultra HD TVs
shipping this week, Sony Electronics today launched an integrated marketing
campaign celebrating the stunning color and picture resolution of 4K. 

(Photo: http://photos.prnewswire.com/prnh/20130520/LA16858)

The campaign features Garth Davis, who most recently co-directed Jane
Campion's critically acclaimed miniseries Top of the Lake. After seeing Sony's
amazing 4K picture quality on a Sony 4K Ultra HD TV at the Sundance Film
Festival, Davis was inspired to make a 4K film to allow viewers to see deeper
into his imagination. Working alongside Academy Award winning cinematographer
Claudio Miranda, ASC, the commercial spot encompassing Davis' vision was shot
on the Sony F65 and F55 professional 4K cameras. Native 4K footage from the
shoot will be showcased at retail next month where it can be enjoyed in its
finest detail on Sony 4K TVs.

"The Sony 4K Ultra HD TVreally is a new way of looking at things, a new
visual language. There is so much detail, it's almost like you can walk into
the picture," said Davis. "One of the things unique to the TV is color. And
the story we've been creating for this project is about celebrating color in
lots of ways. With Sony 4K we are working at the highest end of technology and
creativity."

"It is so nice to have a larger color gamut to work with in 4K," added
Miranda. "You can extract more information and show what you may not have seen
before on a TV. Working with Sony 4K truly opens up the possibilities."

A broadcast spot starts airing this week nationally (view it here:
www.youtube.com/watch?v=RhcvCZtNW9s), accompanied by digital, print and radio
ads, mobile media and experiential events as well as retail point-of-purchase
and interactive displays. Sony will also spread the word about the new 4K
Ultra HD TVs through social networks, email, direct mail, and free standing
inserts.

"The campaign calls out the enhanced quality of anything one would watch on a
Sony 4K TV with a picture that is four times clearer than full HD," said
Patrick Bewley, vice president of Brand Experience & Visual Design at Sony
Electronics. "It's the highest resolution, most immersive experience Sony has
ever created, and in order to experience it, you must see it in person to
believe it."

Consumers can see and experience the new Sony 4K Ultra HD TVs at a Sony Store
or Magnolia Home Theater at Best Buy.

The focus on 4K is the first piece of a year-long campaign that showcases
emerging and established collaborators who have been inspired by Sony
technology to create unique and unforgettable stories and Sony brand
experiences. All aspects of this campaign were developed with the support of
Sony Electronics' advertising agency 180 Los Angeles.

About Sony's XBR 4K Ultra HD TV Series

Joining the 84-inch XBR-84X900 in market since November 2012, the new
XBR-55X900A (55-inch class – 54.6" diag.) and XBR-65X900A (65-inch class-64.5"
diag.) models include the following features:

  oImages become lifelike with a resolution of four-times that of Full HD TV
    (3840 x 2160 pixels)
  oAll content is viewed at the highest resolution possible with upscaling to
    near 4K with Sony's proprietary 4K X-Reality PRO picture engine
  oAll colors, including difficult blues, greens and reds, are delivered
    naturally and accurately through Triluminos display quantum dot technology
  oAn immersive picture draws in viewers with blacker blacks and excellent
    contrast produced with dynamic edge-lit, LED backlighting
  oAmazing sound from the integrated 65 Watt, front-facing, magnetic fluid
    speaker system complements the stunning picture
  oA cinematic experience is brought to life through Full HD 3D capabilities
    with passive glasses
  oEntertainment choices are endless with Wi-Fi connectivity, including
    access to the full Sony Entertainment Network suite of services

For more information, visit www.sony.com/4ktv.

For more information including high-resolution images, visit www.sony.com/news
or join the Sony Community: www.sony.com/blog;
www.facebook.com/SonyElectronics; www.twitter.com/SonyElectronics;
www.youtube.com/SonyElectronics; and www.pinterest.com/SonyElectronics.

SOURCE Sony Electronics

Website: http://www.sony.com/4ktv
Contact: Elizabeth Boukis, Sony Electronics Inc., (408) 352-45-93,
elizabeth.boukis@am.sony.com
 
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