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Sony Electronics, SPHE, Best Buy Team Up on 4K Push

Working with National CineMedia, the companies will promote 4K resolution for the theater and the home

Mike Fasulo Headshot - P 2014
Courtesy of Sony

Some big stakeholders in Ultra HD, also known as 4K — Sony Electronics, Sony Pictures Home Entertainment and Best Buy — have teamed up and are working with National CineMedia on a cross-promotion to raise consumer awareness of the format for both theaters and the home.

4K, which is four times the resolution of today’s HD, “provides a much more immersive viewing experience, with amazing clarity and quality,” said Mike Fasulo, president and COO of Sony Electronics.

The promotional effort, which runs Aug. 15-Sept. 25, includes a 30-second spot that will be show on an estimated 3,600 AMC and Regal Entertainment Group movie screens through NCM’s FirstLook movie pre-show. The spot features select outtakes from Sony’s The Amazing Spider-Man 2 and highlights Sony 4K Digital Cinema projectors for theaters and Sony 4K Ultra HD TVs for home entertainment. It’s created to motivate consumers to check out Ultra HD demonstrations at Sony Experience stores, which can be found in more than 350 Best Buy locations. The new 4K spot will also be shown across NCM’s Lobby Entertainment Network, as well as on mobile devices via NCM Digital. Fifty in-store events will be held to support the campaign.

Sony has been giving Ultra HD TV a big push this summer. As a sponsor of the FIFA World Cup, it gave the format notable advertising during the tournament. Additionally, three matches from the World Cup were shot in 4K for certain uses by Sony and FIFA rights holders around the world.

Sony has also been bullish about making 4K movies available, including through its 4K streaming service. “Thanks to our renowned 4K acquisition, restoration and production facilities, movie enthusiasts can now enjoy such films as The Amazing Spider-Man 2 in both digital 4K and HD, as well as on Blu-ray Disc,” said Man Jit Singh, president of Sony Pictures Home Entertainment.

“The promotion combines this new technology with exciting content," added Best Buy president and CEO Hubert Joly.

E-mail: Carolyn.Giardina@THR.com
Twitter: @CGinLA