Sky promotes 3D service with Avatar ad

BSkyB’s first ever 3D cinema advertisement will run before science-fiction epic Avatar to promote the launch of its forthcoming 3D service.

Then service is due to launch in 2010 and the ad has been .developed by Sky Creative.

The teaser spot will feature before all showings of James Cameron’s 3D blockbuster, which opens nationwide from Friday (18 December).

Sky is also carrying out a public demonstration of its 3D TV content at the O2, where it is a sponsor.

It is also planning to provide a permanent demonstration at Sky’s flagship retail store at London’s Westfield shopping centre. Both facilities will allow members of the public to view Sky commissioned 3D content.

Hilary Perchard, Sky’s director of product management, says: “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.

“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 first hand the quality of experience we will offer next year.”

Sky’s 3D service will offer a broad selection of available 3D programming and is expected to include movies, arts, entertainment and sport.

The service will be broadcast across Sky’s existing HD infrastructure and be available via the current generation of Sky+HD set-top boxes. To watch 3D, customers will also require a new ‘3D Ready’ TV, which are expected to be on sale in the UK next year.

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