Sony trials 4K at Wimbledon
Sony is filming part of this year’s Wimbledon Tennis Championships in 4K. It is the first time that action from Wimbledon has been captured in the Ultra HD format.
The footage will be shot on Centre Court and Court Number One during the first round of the competition on Sony’s F55 and NEX-FS700 4K cameras.
Sony Europe director of marketing David Bush commented: “Over the past two years, Sony and the All England Lawn Tennis Club have continued to push the production boundaries at Wimbledon and are excited to be able to raise the bar even further this year. Sony’s new 4K cameras allow us to shoot the tennis in fantastic detail and produce images that draw the viewer closer into the action on court more than ever before.”
Sony will also place tiny adverts on tennis star Anne Keothavong to showcase the level of detail consumers can see on 4K televisions at home.
The microscopic adverts will appear on her fingernails, the hem of her skirt, shoelaces and sporting equipment. Sony has launched the “microtising” campaign on Keothavong to highlight “how every detail matters at this year’s Wimbledon”.
“With more footage being generated in 4K people are going to see every single detail and get much closer to the action,” said Sony. “We thought we’d push it to the limit by running a microtising campaign, proving that Sony televisions can pick up on the smallest details.”
The 4K Wimbledon video is being shown in the Sony 4K Experience centre that has been set up at this year’s championship and will serve as a test to inform future strategy.
4K television is expected to start in Japan in 2014.