Philips have new LCD TV screen, especially for cinematic experience, with unusual proportion of 21:9 instead of normal 16:9, making it extremely wide and able to fit any wide screen movie without black bars on the top and bottom, thus making the picture bigger.
To explain their interesting concept, Philips have made really cool commercial.
What I have here is only part of it, to see the whole thing head over here, and watch it with higher quality and with some really amazing interactive inserts that work only there.
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