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Ancient Movie Technology Breathes New Life into “BRAVIA-drome”

by Team Sony 12/05/2008

One of my blog moderators, Marcy Cohen, joined Sony colleagues and other bloggers from around the world in Italy for the shooting of a new BRAVIA television commercial that will soon be seen globally.  It is being created by the same ad agency that worked with Sony on other commercials involving colorful bouncing balls, paint and bunnies that have all been big hits on the blogosphere. Check out Marcy’s report.

Italy is the setting for Sony’s latest commercial which, for the first time, will be shown globally. If you recall, we’ve generated much interest from our past commercials – balls, paint and bunnies. Those were primarily shown in Europe, but you may have seen them on You Tube at some point.

The theme this time is Motionflow technology used in BRAVIA flat-panel high-definition LCD televisions. And to demonstrate the effects of Motionflow, we chose the oldest kind of motion picture technology—a zoetrope. The zoetrope, or “BRAVIA-drome” as we’re calling it, measures 10 yards in diameter, weighs 20,000 pounds and can spin up to 30 mph.

We chose soccer to demonstrate the effect of Motionflow 240Hz technology, which, at 240 frames a second, eliminates all jerkiness and smoothes the flow of the ball to create the optimal picture.

I was fortunate enough to be on hand for a global press and blogger event held at the shoot which was filmed in an old, picturesque square in Venaria just outside of Turin and about two hours from Milan.

Brazilian soccer sensation Kaka, who plays in Italy for AC Milan, is featured inside the spinning drome kicking around a ball. And while I had never heard of Kaka before, it quickly became clear to me that he is a huge celebrity with the locals. Crowds of people followed him as he stepped into and out of the drome and when he entered the Sony hospitality tent he was surrounded by press and photographers.

The event included a press conference during which we heard from the creative minds behind the commercial. We were also treated to a demonstration by soccer juggling sensation Dan Magness, who attempted and succeeded in breaking three Guinness world records at the event. The Guinness representative also awarded the BRAVIA-drome the world record for largest zoetrope.

Watching the BRAVIA-drome spin, all lit up in red in the cold night deep in the heart of Italy, was truly remarkable. Stay tuned for additional behind-the-scenes photos, videos and interviews which we’ll be rolling out over the next few weeks and months on our You Tube, Facebook and Flickr  pages.

Let us know what you think about BRAVIA-drome. How does it compare to the making of balls, paint and bunnies?

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  1. guest_user wrote: December 5, 2008 9:33pm

    Thanks Ms. Cohen!!!! Sounds like a great idea to have the BRAVIA-drome
    involved as it can best demonstrate what I see when I watch HD-LE during
    NFL and Ohio State Buckeye football seasons with no motion blur and the
    timing being quite precise with movements!!!!

    This could also be a nice crossover for KaKa! Mixing the old school with the
    new I think is a great idea! I’ll be waiting for the commercial!!!

    Also, Will Sony do a Super Bowl commercial for Super Bowl XLIII on NBC? I
    hope so because HD-LE gets NBC in awesome 1080i!!!!


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