Sony to film Wimbledon in 3D
Monday, March 7 2011, 16:39 GMT
By Andrew Laughlin,
Sony has announced plans to film the Wimbledon finals in 3D for the first time and screen the coverage live in cinemas around the world.
The All England Lawn Tennis Club has selected Sony as the official partner to supply high definition 3D coverage of the men's semi-finals and final, along with the women's final.
Sony will make the coverage available for live broadcast in 3D-equipped cinemas around the world, including those run by its theatrical distribution partner SuperVision Media.
The coverage will also be offered to any interested global broadcasters as part of a collaboration deal with Wimbledon host broadcaster, the BBC.
Fujio Nishida, president of Sony Europe, said that the firm is "delighted" to be able to bring such a high profile sporting event as Wimbledon to consumers in 3D.
"Watching tennis in high definition 3D is a stunning experience, bringing the speed of the action and the emotions of the occasion to life; it is as close to the atmosphere and excitement of Centre Court as actually being there," said Nishida.
"With the live 3D Wimbledon experience available in 3D cinemas across the world, many more people will be able to enjoy one of the world's most iconic sporting events as though they were actually at Wimbledon."
Ian Ritchie, chief executive of The All England Lawn Tennis Club, added: "Wimbledon is renowned for its heritage and sense of tradition. At the same time we are always looking for ways to improve the presentation of the championships by successfully blending that tradition with innovation.
"We are delighted that our 3D partnership with Sony will not only guarantee we are at the cutting edge of live sporting television, but also deliver a compelling new viewing experience for our global audiences, especially amongst our younger supporters."
Sony and the All England Lawn Tennis Club said that they will also seek further ways to deliver 3D tennis coverage to a much wider audience in the future. The partnership builds on Sony's production of around 25 matches in 3D from the 2010 FIFA World Cup in South Africa.