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Sony Smashes Guinness World Records(TM) Record With BRAVIA-drome
(Marketwire Via Acquire Media NewsEdge) WEYBRIDGE, UK, December 17 / MARKET WIRE/ --
Sony unveiled the motion
making star of its latest marketing campaign in front of the world's media
at a dramatic night-time shoot in Venaria, Italy this month. A modern take
on a 19th century classic, the BRAVIA-drome was today
confirmed as the 'World's Largest Zoetrope' by a Guinness World Records
adjudicator.
The construction's final measurements were officially recorded as a
circumference of 31.41 metres, equivalent to a diameter of exactly 9.998
metres. At nearly two and a half metres in height, the adjudicator required
the assistance of several helpers and a step ladder during a tense fifteen
minutes of measuring.
FIFA World Player of the Year and AC Milan soccer legend Kak? was also
present at the unveiling as still images of him performing his signature
moves had been placed inside the BRAVIA-drome for its first ever public
performance.
"I didn't expect it to be quite so big, even though I had seen the
dimensions on paper," said Raymond Marshall, the adjudicator from Guinness
World Records. "When it started to spin, I could only watch in amazement. I
never believed it would actually work due to its sheer size. It is
definitely a new Guinness World Records(TM) record."
But not content with setting just one brand new world record, Sony also
invited renowned football freestyler Dan Magness to the unveiling to
entertain the crowds with a further three Guinness World Records(TM) record
attempts. Dan warmed up with an awesome display of flicks and tricks, as
the crowd cheered him on, before going on to smash all three records.
He performed 188 'Football Rolls Across The Forehead,' a record which had
previously stood at 56, and spent three minutes and ten seconds
'Controlling A Football On The Back' (breaking his own previous best of two
and a half minutes). He also set a brand new record for 'Most Consecutive
Football Touches With The Shoulders,' bouncing the ball 251 times without
breaking a sweat.
"I felt like I could just keep going and going," said Magness, "the crowd
were great and I wanted to put on a show for them that they'd remember for
a long time. The BRAVIA-drome was a hard act to follow, but I really went
all out and I am just glad Sony gave me the chance to be part of the whole
event."
The BRAVIA-drome was designed to demonstrate the technology behind Sony's
Motionflow 200Hz functionality, which
eliminates all jerkiness and smoothes the images on screen as they happen.
The football theme was chosen as watching a match is one of the best ways
to fully appreciate Motionflow, allowing viewers to watch the flight of the
ball as it crashes into the back of the net.
"We wanted this to be more than a television ad shoot," said Giles
Morrison, General Manager, Marketing Communications Europe for Sony. "This
was about creating a spectacle that people would never forget. The four
world record attempts really helped add to the whole experience. At Sony,
we always aim to be the best at whatever we do."
BRAVIA-drome: Vital Statistics
-- The optimum speed of the BRAVIA-drome is 44kph
-- The BRAVIA-drome can reach speeds of over 50kph
-- The BRAVIA-drome measures 10m in diameter
-- It takes ten men three days to fully assemble the BRAVIA-drome
-- The BRAVIA-drome is transported by two 40ft trucks
-- It took six weeks for the BRAVIA-drome to be built in full for the
first time
-- Weighing in at ten tonnes, it is the biggest zoetrope ever built
NOTES TO EDITORS
Motionflow
Motionflow is a technology that eliminates the jerkiness sometimes
experienced on standard TV sets. It does this by creating an additional,
transitional picture -- which it then inserts into fast-moving sequences.
By increasing the number of images, a BRAVIA TV can display even the
fastest sports scene smoothly and eliminates judder. The transitional
images are created by examining the pictures that immediately precede and
follow the next image in the sequence. So, for example, Motionflow looks at
the flight of a football, to work out how it gets from the footballer's
foot to the goal, and inserts the relevant transitional images.
Differences in Frame Rates
Please note that televisions in certain regions are advertised as featuring
240hz Motionflow, however the picture quality is the same. TVs in Europe
use PAL, with a 50hz standard frequency; US TVs use NTSC with a 60hz
standard. A four times increase in frequency using Motionflow results in
the 200hz for PAL countries and 240hz in NTSC territories.
About Sony:
Sony manufactures audio, video, communications and information technology
products for the global consumer and professional markets. With its music,
pictures, game and online businesses, Sony is uniquely positioned to be one
of the world's leading digital entertainment brands. Sony recorded
consolidated global annual sales of EUR 55.83 billion (yen 8,296 billion)
for the fiscal year ended March 31, 2007, based on an average market
exchange rate for the same period of yen 148.6 to the EUR. It employs
approximately 163,000 people worldwide.
In Europe, the Sony Group recorded consolidated annual sales of EUR 13.71
billion (yen 2,038 billion) for the fiscal year ended March 31, 2007. Sony
Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is
responsible for the company's European electronics business and registered
consolidated sales of EUR 9.12 billion for the same period.
For more information on Sony Europe, please visit
http://www.sony-europe.com
and
http://www.sony-europe.com/presscenter.
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