Philips 2009 Annual Report Download - page 28
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2 Our strategy in action 2.4 - 2.4
28 Philips Annual Report 2009
All the thrills of the action
The ground-breaking Cinema 21:9
television reflects our ambition to enable
consumers to share pleasurable life
experiences – free of any restrictions.
We don’t just watch films at the cinema, we experience them. The 21:9 aspect
ratio of a cinema screen was developed to mimic our own peripheral vision,
providing a totally immersive viewing experience. Such is its power that we
frequently ‘lose ourselves’ when watching a film in a cinema.
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 original shot.
World premiere
With a 21:9 aspect ratio, our Cinema 21:9 – introduced at the 2009 IFA in Berlin
– is the world’s first cinema-proportioned LCD TV. In combination with
Ambilight technology, which accurately matches on-screen content to extend
the picture beyond the confines of the screen, Cinema 21:9 is the first TV to
deliver a genuine cinematic viewing experience to movie lovers in their own
home.
Cinema 21:9 was named European Home Theater Innovation 2009-2010 (along
with our BD9100 Blu-ray player) by the European Imaging and Sound
Association.