Philips is to "break new ground" in the realm of home entertainment with the world's first cinema-proportioned LCD television.
The TV appears to be aimed at those who hate the black bars that appear at the top and bottom of the screen when watching movies in letterbox format (hint: look at the picture and not the black bits).
Philips says: "Cinema 21:9 lets you enjoy movies as you would in the cinema and just as the director intended. Cinema 21:9 boasts a 56-inch screen that is shaped in the 21:9 aspect ratio, so movies in the 2.39:1 format completely fill the screen – exactly as you experience at the cinema".
With an "immersive" three-sided Ambilight Spectra effect, the TVs will "adapt" regular 16:9 content from sources such as TV broadcasts and games consoles to fill the 21:9 screen, although hopefully not in a stretchy, widescreen, fat-face way like so many "ordinary" TVs do with 4:3 content.
The Cinema 21:9 LCD TV will be available in spring 2009, more detailed product specifications will follow at the end of February 2009 and we'll keep you informed.