Philips Cinema 21:9 Platinum Series 3D TV launched at IFA

Full HD 3D content in 21:9 cinematic dimensions

Philips has today unveiled the ultimate in home cinema entertainment as it announces the world’s first cinema proportion 3D TV in the 58-inch LCD Cinema 21:9 Platinum Series.

Having last year announced the first TV to adopt true cinema proportions, Philips has today gone one better at IFA adding a tasty extra dimension to the very wide fray. With a 21:9 aspect ratio, the new Cinema 21:9 will play 3D or 2D movies in the 2.39:1 format in their true dimensions with none of the black, letterbox outlines and distortedly stretched images seen on traditional LCD TVs.

Click here for more pictures of the Philips Cinema 21:9 Platinum Series TV

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Building on the success and 21:9 Philips 9000 series, the new Full HD 3D model will feature a Direct lit LED screen, 400Hz picture processing, and three-sided Ambilight Spectra technology. The 3D cinema experience is further boosted by the TV’s Virtual 2.1 speakers and dome tweeters for a strong sound offering.

Whilst the 21:9 dimensions lean heavily in the favour of movie content, the new Cinema 21:9 will feature auto formatting technology to ensure than standard dimension broadcast television, games and DVDs all fit the extra wide screen. Ensuring users can absorb all the content they wish, Philips has packed the Cinema 21:9 with Net TV connectivity for online streaming and multi-view technology for picture-in-picture viewing, another world's first for cinema proportioned televisions.

Due to launch in Europe and Brazil later this month priced €3999 (£3323) the Philips Cinema 21:9 Platinum Series TV will roll out across other countries later in the year.

With the arrival of the new 3D 21:9 Cinema display, it is believed that Richer Sounds is about to reduce the price of first generation, 2D 21:9 Cinema TVs to just £1,500 a very tasty reduction that could see 3D uptake postponed just a little longer.

For all the latest news and reviews live from the floor at IFA check back to T3.com or alternatively sign up to follow the T3 Twitter and Facebook feeds.

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