avatar still
Electronics giant will help promote movie's release in December, is positioning 3D as the centrepiece of its AV business

Panasonic is going big on 3D technology, positioning it at the centre of its audio-visual business – and as part of that plan is joining forces with 20th Century Fox to promote James Cameron's forthcoming movie, Avatar.

The Osaka-based company has provided some of its latest AV products to help create the movie, due to be released worldwide on December 18 in both 2D and 3D. And as part of its role as Avatar's exclusive audiovisual partner, Panasonic will be using material from the film to promote its Full HD 3D technology to consumers.

There will be a global advertising campaign tied to the movie, and Panasonic will be using trailers and clips from the film to promote its products, including Full HD 3D Blu-ray players and TVs.

In Europe, three mobile Full HD 3D cinemas will be visiting shopping malls and other locations from this Autumn, and customised trucks carrying the company's 103in plasma TVs will be demonstrating 3D across America.

TV ads in Japan will be screened using content from Avatar, and demonstrations of Full HD 3D will be given at trade shows worldwide, including IFA in Berlin next month, Japan's CEATEC show in October and the International Consumer Electronics Show in Las Vegas in January 2010.

More after the break

Panasonic 65in and 103in plasma monitors have been used in the production studios for Avatar, and also in Cameron's editing room, and the movie production has also used the company's pro camcorders, notebook computers and Lumix digital cameras.

James Cameron says that he believes "3D is how we will experience movies, gaming, and computing in the near future. 3D is not something you watch, it's a reality you feel you could step into.

"In 2008 I was thrilled to join forces with the pioneers at Panasonic. They share my philosophy on the future of entertainment.  As a consumer electronics company, they are setting new standards in technology. Panasonic's brilliance is demonstrated by their 3D presentation for the home.

"I've had an opportunity to view Panasonic's Full High Definition 3D technology first hand and it was remarkable.  Panasonic is the perfect teammate for us behind and in front of the camera.  They play a crucial role in realising the next giant step forward for in-home entertainment."