With the star power of hip-hop group The Black Eyed Peas and Avatar director James Cameron, South Korea's Samsung Electronics unveiled the world's first 3-D TV technology aimed at revolutionizing the home viewing experience.
At a glitzy ceremony in New York's Time Warner Centre on Wednesday, the leading consumer electronics maker announced the launch of a broad lineup of new sets, beginning with 46-inch and 55-inch C7000 models this month, showcasing the LED-lit TVs' 3-D picture quality with incredible depth and perfect clarity.
Viewers will have to wear electronic glasses that open and close rapidly in time, with images designed for the right and left eye, creating a three-dimensional effect.
Samsung also announced the expansion of its strategic alliance with DreamWorks Animation, the US maker of Shrek, Kung Fu Panda and other hit movies to speed up the worldwide deployment of in-home 3-D to mainstream consumers.
This will include a first-time feature-length, 3-D Blu-ray version of DreamWorks Animation's 2009 release, Monsters vs. Aliens.
Growth of 3-D has been slow because of a lack of programming, the need to wear special glasses and the higher prices of 3-D sets, but the recent release of science fiction blockbuster Avatar, a 3-D film by Titanic director Cameron, has renewed interest in the medium.