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Sharp, Universal Team On Quattron 3D TV Promotion


— Sharp Electronics revealed at
CEDIA Expo the next phase of its “See it to see
it” brand advertising campaign utilizing a partnership
with Universal Studios Home Video.

The announcement came in conjunction
with the company’s unveiling of its first two 3D
Aquos Quattron LED-edge lit LCD TVs, a pair
of 3D Blu-ray Disc players and the company’s
first 3D-capable DLP projector.

Taking the stage in his first press conference
for the company, new Sharp Electronics
Marketing Co. of America (SEMCA) president
John Herrington said the LCD maker is teaming
with filmmaker Chris Meledandri’s Illumination
Entertainment and Universal Studios Home
Entertainment as a launch partner for the 3D
Blu-ray Disc release of “Despicable Me.”

The movie will be available on Blu-ray and
DVD as well as on Blu-ray 3D at retail stores
nationwide on Dec. 14.

“We’re working with Universal to bring our
Quattron 3D TVs to life, showcasing the hugely
popular Minions from “Despicable Me” in a
new brand campaign that urges consumers to
see the technology for themselves,” said Bob
Scaglione, Sharp product and marketing group
senior VP and group manager. “We believe
that we’ve truly changed the color paradigm
with Quattron quad-pixel technology, giving TV
lovers remarkable and almost dreamlike colors.
Quattron technology is the perfect complement
to 3D technology, enabling bright and vivid
images that have eluded 3DTVs in the past.”

“We’re thrilled to pair the box office-blockbuster
‘Despicable Me’ with the introduction of
Sharp’s groundbreaking 3D Quattron TV,” said
Craig Kornblau, Universal Studios Home Entertainment
president. “3D Blu-ray has completely
redefined the home viewing experience, representing
the most superior technology available
in home entertainment today. This promotion
combines this breakthrough medium with one of the
most creatively brilliant films of the year. We’re extremely
pleased that purchasers of the Aquos LE925 will have an
opportunity to enjoy ‘Despicable Me’ in the richest and
most vibrant home-theater offering this holiday season.”

The campaign will continue to use actor George Takei’s
Sharp TV engineer character to demonstrate Quattron
technology’s color system.

In the commercial, Takei exclaims that Quattron technology
combined with 3D technology creates such an
experience that “you won’t believe your eyes.”

The effort will utilize broadcast, print and online media
to play up the message that Quattron quad-pixel technology
produces the most realistic 3D TV images and
superb picture quality.

The spots will show the Minions characters from “Despicable
Me” appearing to be jump out of the Sharp television,
adding color and character to
help demonstrate the Quattron sets.

The campaign kicked off on Sept.
23 with national broadcast and cable
television, as well as print advertising
in major newspapers including the
Wall Street Journal and USA Today.

An online component includes displays
on sites including CNET, Best- and others.

Sharp will also support the campaign
on its global web site,

, and on sharpusa.

The Blu-ray 3D release of the movie
will be available for use by Sharp
retailers and presented on the Aquos
Experience tour, which features a
52-foot tractor trailer outfitted with
multiple Aquos LED TVs in different
screen sizes.

The tour will travel to different retailers
and major sporting events
around the country. Additionally,
consumers who purchase a qualifying
Sharp Aquos Quattron TV or Bluray
Disc player between Nov. 22 and Feb. 6, 2011, will
receive a coupon to redeem a 3D bonus copy of “Despicable
Me” on Blu-ray (which also includes a 2D version
of the film).

Meanwhile, the company issued suggested retail pricing
for its previously reported LE925 TVs and 3D Blu-ray
Disc players.

The 60-inch 3D Quattron LC-60LE925UN is available
now at a $5,300 suggested retail. The 52-inch LC-
52LE925UN is available now at a $4,200.

The BD-HP90U and BD-HP80U 3D Blu-ray Disc players
are shipping now at suggested retails of $500 and
$430, respectively.

Scaglione said the XVZ-17000 3D DLP projector will
be available in the first quarter of 2011 at a price to be
announced later.