Sony's record-breaking Bravia-Drome

Geny Caloisi, 15 December 2008

A zoetrope which has been spinning at over 40kph in northern Italy is the star of Sony's latest marketing campaign. It measures 9.98m in diameter and 10 tonnes in weight, making it the biggest of its kind in the Guinness World Records. The campaign uses the world's oldest motion picture technology to demonstrate the Motionflow 200Hz technology in Bravia TVs.

The inspiration behind the Bravia-drome was the zoetrope, a device invented in the 19th century to create short ‘films' from a series of static images. This device is being used to demonstrate how Motionflow 200Hz technology creates super-smooth pictures in the modern day.

The television advert is currently being filmed in a square in Venaria, near Turin, and stars FIFA World Player of the Year and Ballon d'Or holder, Kaká. He will appear in a series of images inside the Bravia-drome performing some of his skills.

The football theme was chosen as watching a match is one of the best ways to fully appreciate the effect of Motionflow 200Hz. The technology claims to eliminates all jerkiness making fast-moving action sequences in movies clearer and smoother.