Sony to release 2010 FIFA World Cup on 3D Blu-ray

PHYSICAL: Company will tie release to rollout of 3D consumer electronics

By Susanne Ault -- Video Business, 12/4/2009

DEC. 4 | PHYSICAL: Sony Corp. has signed on to produce the 2010 FIFA World Cup in 3D, including plans to deliver programming from the event on 3D Blu-ray Disc.

The company will be producing its coverage using Sony 3D cameras, in anticipation of its expected 2010 rollout of a wide range of 3D consumer electronics, spanning Bravia TVs, Blu-ray players, PlayStation 3 consoles and computers.

Sony Pictures Home Entertainment is readying the ‘Official 3D Film’ Blu-ray release, becoming one of the first studios to formally commit to releasing advanced 3D content for the home.

The studio hasn’t specified street date or pricing information for the forthcoming World Cup title.

However, many studios have been showing off 3D Blu-ray to the public, including Walt Disney Studios Home Entertainment at its recent D23 fan expo.

The Blu-ray Disc Assn. should finalize its 3D specifications for Blu-ray by the end of this month.

Sony hopes to make the 2010 World Cup a kick-off point for people to start enjoying advanced 3D content in the home. The event launches in South Africa on June 11 and is set to feature up to 25 soccer matches.

“The transition to 3D is underway, and we at Sony intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience,” said Sony chairman/CEO Howard Stringer. “3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person.”

It’s not clear if broadcasters will be airing the event in 3D, enabling people to utilize any 3D TVs they purchase in 2010. But Sony will offer several opportunities to sample the matches in 3D.

There will be public viewing events in seven cities, including Berlin, London and Paris, as part of an ‘International FIFA Fan Fest’ event. Sony will provide the TV displays to view the event in 3D.

Several retail outlets, including Sony Style stores, will run promotional clips of the studio’s planned World Cup 3D film.

FIFA (Fédération Internationale de Football Assn.) Secretary General Jérôme Valcke added, “We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience and are truly fortunate to have Sony as a partner in this endeavor.”