Philips kills Cinema 21:9 TVs, no new models coming

Philips launched the first Cinema TV in the extra-wide 21:9 aspect ratio in 2009. Since then new TVs have been introduced each year at IFA – but no more. Philips has stopped production and development of all Cinema 21:9 TVs, the company confirms  to FlatpanelsHD. No new TVs will be introduced at IFA 2012.

Philips Cinema 21:9 is dead
When current stocks of the Cinema 21:9 TVs have been sold, it is over. The extra-wide format TVs were not as big a success as Philips had hoped for. As a result, Philips has decided to discontinue its Cinema 21:9 TVs.


Philips Cinema 21:9 Platinum is the last model. No new Cinema 21:9 TVs will be introduced 

- "Unfortunately the demand for this screen size is not any more on par with what we regard as basic requirement for mass production. This might change in the future, but for now we have decided not to come with new 21:9 models. However, we see larger screen sizes (50") becoming more important," Philips told FlatpanelsHD.

An orbituary
Philips has released a total of 4 Cinema 21:9 models over the last few years. Initially, consumers seemed confused about the format but Philips made an effort to highlight the advantages of the extra wide cinema format with large-scale campaigns. Below you see the time line.

2009: Philips launched the first 56" Cinema 21:9 TV in 2009.
2009: Philips initiated a large-scale campaign under the name Carousel to promote the 21:9 TVs. You should spend a few minutes watching it as it is quite impressive.
2010: An updated Cinema 21:9 with 3D was released in 58 inches.
2010: Philips started the next big push for the Cinema 21:9 TVs. In a series of short movies produced by different artists, Philips tried to highlight the advantages of the extra wide format. The winner was chosen in collaboration with Ridley Scott.
2011: Philips introduced the Cinema 21:9 TVs in the US.
2011: Two updated Cinema 21:9 TVs in 58 and 50" were introduced with Philips' most advanced picture systems.  These two TVs are still available but only for a limited time.
2012: Philips stops production and development of Cinema 21:9 TVs. A new model was planned for IFA 2012 but has been cancelled.

Philips confirms to FlatpanelsHD that no new Cinema 21:9 TVs will be unveiled at IFA 2012 in Berlin even though it has been a tradition for years. Philips will instead focus on larger TVs in the 16:9 format. Philips will debut the 9 series TVs at IFA 2012.