Sky has created what it claims is the first cinema advert in 3D, which the company hopes will raise awareness of the launch of its 3D service due in 2010.
The trailer will show before all 3D screenings of James Cameron's Avatar, which starts showing in cinemas from 18 December. Sky is also demonstrating its 3D chops at the O2, and there'll be a permanent demo set up at the Westfield shopping centre.
Sky says in the press release that they went for the cinema option because "digital cinema is the only media currently capable of delivering a high quality 3D TV experience to mass audiences".
Hilary Perchard, Sky's director of product management, told Pocket-lint: "As we move towards the launch of the UK’s first 3D TV services, these are our first steps in widening public awareness of the service and providing a "seeing is believing" experience".
It's not yet clear exactly when Sky's 3D service will launch in 2010, but as soon as we find out, you'll be the first to know.