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View Full Version : Sky to use 'Avatar' for 3D channel push



Sicilian
18-12-2009, 10:45 AM
Sky has revealed plans to use the expected upsurge of interest in 3D viewing around James Cameron's Avatar to promote its forthcoming 3D TV channel.

Developed by Sky Creative, a fully 3D advert will start running at 3D cinemas in early 2010 before all screenings of the blockbuster action film.

Alongside the ad, Sky will also hold public demonstrations of its 3D service at the O2 arena, where it recently ran production trials of 3D filming for the ATP Tennis Tournament.

Separate demonstrations will go ahead at Sky's flagship retail store at London's Westfield shopping centre so that the public can watch some of the specially commissioned 3D content.

In July, Sky first announced plans to launch a dedicated 3D TV channel at some point next year. As the service will run over Sky's existing high definition infrastructure, subscribers with current generation Sky+ HD set-top boxes will be able to access the content, as long as they purchase a 3D-ready TV set.

Created using Sky's in-house production techniques, the cinema ad marks the first time that the firm has mounted an above-the-line marketing campaign for its 3D service.

"As we move towards the launch of the UK's first 3D TV services, these are our first steps in widening public awareness of the service and providing a 'seeing is believing' experience," said Sky's director of product management Hilary Perchard.

"As Sky's 3D TV services uses the same underlying technology as that being used in cinemas, it seemed natural to use Avatar as our first marketing platform. We also wanted to give consumers the opportunity to sample firsthand the quality of experience we will offer next year."

Sky said that it hopes the growing interest in 3D viewing around Avatar will lead to strong takeup for its new channel. The firm also realises that a major challenge will be persuading customers that 3D is not merely a gimmick but rather an extra layer to the HD viewing experience.

Digital TV - News - Sky to use 'Avatar' for 3D channel push - Digital Spy (http://www.digitalspy.co.uk/digitaltv/news/a191824/sky-to-use-avatar-for-3d-channel-push.html)