Philips launches World’s First Cinema Proportion Full HD 3D LED Pro TV with Ambilight, creates a mini-Cinema in city malls to showcase the real cinema experience

December 10, 2010

A Philips Press Note

The much awaited Philips Cinema 21:9, is now available in India. Philips Cinema 21:9 is the World’s first cinema proportion Full HD 3D LED Pro TV with Ambilight. It delivers an unrivalled cinematic experience within the comfort of their home. The Cinema 21:9 has a screen aspect ratio of 21:9 that presents movies just as they are shown at the cinema.

To showcase this high definition cinema like experience at home, Philips TV has created a Mini Cinema at High Street Phoenix, Mumbai. This launch in Mumbai will be followed with similar subsequent road shows in other cities of India.


Neeraj Sethi, Chief Operating Officer - Philips Televisions in India, PE Electronics Ltd, said “Cinema 21:9 is a world class Home entertainment experience. Through this activation, we aim to reach high end Indian consumers who love movies and would appreciate and enjoy unmatched cinematic experience in the comfort of their home. To bring this alive we have created an entire move hall experience for our customers. ”


The Philips Cinema 21:9 set up replicates a complete cinema hall experience, wherein patrons after procuring  tickets, are ushered to their seats. They grab their pop-corn and gear up to watch ‘parallel lines’ on the latest Philips Cinema 21:9 3D LED Pro TV with Ambilight.
This Cinema 21:9 installation will showcase the six Parallel Lines films. The ‘Parallel Lines’ campaign challenged six directors from Ridley Scott Associates (RSA) to respond to a single six-line dialogue to demonstrate that whatever content is watched, only Philips TVs’ Ambilight technology, award-winning picture quality and superior sound, can recreate the best cinematic viewing experience at home. The six ‘Parallel Lines’ films have been watched over EIGHT million times through and  “Parallel Lines” will premier in Mumbai on 10th of Dec and will be showcased till 12th of Dec.


The 6 films screened at this box-office set up, are made by Ridley Scott Associates exclusively for Philips.
All these films have the following common dialogues –
 ‘What Is That’?
‘It’s A Unicorn’
‘Never Seen One Up Close Before’
‘Get Away,Get Away’ and
‘I’m Sorry’.


These films are
‘The Foundling’ by Barney Cokeliss;
‘The Gift’ by Carl Erik Rinsch;
‘Jun And The Hidden Skies’ by Hi-Sim;
‘The Hunt’ by Jake Scott;
‘Darkroom’ by Johnny Hardstaff and
‘El Secreto De Mateo’ by Greg Fay.