DENVER (CEDIA Booth #150), Sept. 13, 2006 – Sony Electronics and Stewart Filmscreen announced today at the 2006 CEDIA Expo that they will join forces to promote the benefits of “Full HD” front projection to a broader consumer audience.

            The effort will focus on both the new Sony VPL-VW50 SXRD projector, which delivers full 1920 x 1080 high-definition resolution; along with a new Stewart Filmscreen Firehawk SST screen whose reflectivity and gain has been specifically designed to optimize the VW-50’s performance under a variety of viewing conditions.

“Our goal is to expand the front projector market by driving the message about the benefits of ‘big screen’ home entertainment,” said Phil Abram, Sony’s vice president of television marketing. “To address this challenge, we have joined with Stewart Filmscreen to bring ‘Full HD’ front projection to a whole new audience.”

“Stewart Filmscreen is pleased to work with Sony Electronics in this groundbreaking effort to promote a new generation of front projection products,” said Grant Stewart, president of Stewart Filmscreen Corporation.  “We’re confident that our new Firehawk SST screen will enhance the performance of the latest Sony SXRD projector in virtually every home environment.”

Elevating “Full HD” To a Higher Level

To emphasize their collaboration, Sony Electronics and Stewart Filmscreen have embarked upon a series of cross-promotional initiatives known as the “Sony/Stewart Theater” or “SST.”

            Both companies will premiere the Sony/Stewart Theater concept in their booths during the CEDIA Expo (Sony booth #150 and Stewart booth #350) here in Denver. The two companies will also conduct a number of “Full HD” events at leading A/V specialty retailers across the country.

Additionally, Stewart Filmscreen will provide Sony with Firehawk SST screens for demonstrating the VPL-VW50 front projector at select Sony Style store locations nationwide.

            Sony’s new projector will be available this month for $4,999.99 at Sony Style stores and online at sonystyle.com.  The projector can also be purchased at authorized dealers nationwide.

The Stewart Filmscreen Firehawk SST screen can also be ordered this month in a variety of screen sizes through Stewart authorized dealers around the country.