Royal Philips Electronics announced its new 3D Cinema 21:9 Platinum Series HDTV.

According to the statement, the Cinema 21:9 Platinum Series (EUR 3999) boasts a 58″ screen shaped in a 21:9 aspect ratio, so movies in 2.39:1 format completely fill the screen.

It will be available in Europe and Brazil in September with other countries following later this year.

For more information visit: www.philips.com

Unedited press release follows:

CINEMA 21:9 PLATINUM SERIES – THE WORLD’S FIRST CINEMA PROPORTION 3D TV

Berlin, Germany – In 2009, Philips introduced the world’s first cinema proportion TV. This year, Philips goes one step further: introducing Cinema 21:9 Platinum Series TV, the world’s first cinema proportion 3D TV. The performance enhanced Cinema 21:9 Platinum Series TV brings the ultimate cinema experience home by presenting your favorite 3D movies exactly as the director intended.

Delivering on its promise of simplicity, Cinema 21:9 Platinum Series is the world’s first TV to deliver a true to life 3D viewing experience just like at the cinema. It boasts a 58” screen that is shaped in the 21:9 aspect ratio, so movies in the 2.39:1 format completely fill the screen. Traditional LCD televisions compromise on this experience by distorting the picture to fill the screen – losing the full scope of the original shot – or by displaying the picture in letterbox format with black bars at the top and bottom.

Cinema 21:9 Platinum Series is equally accomplished with 2D and the more common 16:9 material from sources including broadcast television, gaming and DVDs, which are easily resized to fill the screen thanks to best-in-class auto formatting technology.

Performance upgrade
Introduced in 2009, this years’ Cinema 21:9 has received a powerful performance upgrade that includes all the picture quality innovations you would expect from the award winning Philips 9000 series, including Direct lit LED, 400Hz and Perfect Pixel HD Engine picture processing, packaged in an even larger 58” Full HD screen in 21:9 aspect ratio. Complemented with three-sided Ambilight Spectra, Cinema 21:9 Platinum Series completely immerses you in the movie and delivers the ultimate home cinema experience.

Immersive picture
Cinema 21:9 Platinum Series is the first ever TV shaped in the 21:9 cinema aspect ratio. Premium 3D movie releases are displayed in high definition 3D and in the 21:9 aspect ratio so you don’t miss a thing. Using Active 3D technology, Cinema 21:9 Platinum Series uses the latest generation high speed display for real life depth and realism in Full HD 3D. The Cinema 21:9 Platinum Series includes a high-powered 3D transmitter integrated into the frame of the TV that communicates with as many Active 3D glasses as you wish, so you can watch a 3D movie together with friends.

Cinema 21:9 Platinum Series also sports award-winning picture quality courtesy of Philips’ powerful Perfect Pixel HD Engine picture processing, resulting in unrivaled sharpness, natural detail, vivid colors, superior contrast and smooth natural motion whatever you are watching, 2D or 3D.

In combination with LED Pro, Cinema 21:9 Platinum Series delivers a best-in-class 2D and 3D experience with stunning pictures. LED Pro operates over 1500 LED’s as a backlight for the display, generating brilliant light in bright image areas and perfect black in dark areas, ensuring that black is black and white is bright.

Bright Pro, a notable new technology addition to Cinema 21:9 Platinum Series, further builds on this by boosting light output for sections of the image, while maintaining the in-black dark sections. The result is exceptional brilliance and contrast. When combined with Active 3D technology and polarized Active 3D glasses, Bright Pro delivers an unparalleled 3D experience that makes you part of the action.

The new Cinema 21:9 Platinum Series is the fastest LED TV available in the world today, with an improved refresh rate of only 0.5ms (1ms in 2009). Delivering superb motion sharpness, you will experience movies the way they are intended thanks to 400Hz Clear LCD.

The Full HD 3D Cinema 21:9 Platinum Series adds an additional dimension to your viewing experience with Ambilight Spectra on 3 sides to deliver an intense and cinematic experience. Ambilight identifies dominant colors onscreen and projects perfectly matched ambient lighting onto the wall behind creating an effect which immerses you further into the action. In 2010, an increased number of spectra segments per screen size deliver better alignment to onscreen color, more precise color matching, and almost seamless continuation of motion which makes movies truly come to life. As a proofpoint of simplicity, new wall adaptive Ambilight gives the best performance with any color of home décor. By understanding the color of the wall it adjusts hues accordingly for best Ambilight performance.

Feel the sound
Sound is as important as picture in giving you a wholly immersive experience. Cinema 21:9 Platinum Series offers true sound performance with clear and brilliant sound assisted by large volume woofers in the back of the TV and 2 dome tweeters. A slim squeeter delivers detailed, focused sound and a Virtual 2.1 speaker provides cinematic bass and mid tones.

Other notable upgrades
Net TV: Cinema 21:9 Platinum Series includes Net TV, giving you to access a wealth of online content direct through your TV. Enjoy movies, pictures, infotainment and popular websites such as YouTube in high picture quality on your TV screen. Net TV’s online video on demand services from Videoland (Netherlands, Belgium), Video Futur (France, Belgium) and Film2Home (Denmark, Norway, Sweden, Finland) allow you to access the latest premium movies direct to your TV screen, meaning a movie night at home has never been so easy.

Multi-view: Cinema 21:9 Platinum Series is the world’s first cinema proportion TV to include multi-view so that you can keep up to date through Net TV while you are watching TV. You can get the latest news or weather updates, or keep up with the scores of a sports event. Or watch a video on You Tube while you wait for your favorite program to start.

Design: It features brushed black metal frame and a full metal display with touch controls on the bottom of the screen for easy access to the key functions of the TV. The remote control has also been upgraded with simplified controls in an aluminium design. It also features a 2 in 1 stand so you can simply choose if you hang your Cinema 21:9 on the wall or sit in on a table top in your room.

Matching home theater experience
For an even deeper immersion, the Cinema 21:9 Platinum Series is perfectly matched with the Philips Immersive Sound home theater with 360Sound or the 9000 series 3D Blu-ray player. The powerful performance of the home theatre system lets you experience sound like in the cinema and embraces you completely with the unique Philips 360Sound performance.

With this full suite of high-performance 3D enabled products, you can turn your living room into the ultimate entertainment venue and forget about the world around you, just as you would at the movies.

Cinema 21:9 Platinum Series is available in Europe and Brazil from September this year. Availability in other countries will follow later this year. Cinema 21:9 Platinum Series TV is priced at EUR 3999