At its CES press conference, Panasonic showed a clip of famed director James Cameron discussing AVATAR, his film that was being shot completely in 3D. Now that the movie is gearing up to hit theatres, Panasonic has inked a deal to use the film to promote its 3D HDTVs.

As per the terms of the agreement, Panasonic will become the exclusive A/V partner of the film. The deal works out as a win-win for both sides. Panasonic gets to promote its 3D TV technology for the home, while also promoting sci-fi film AVATAR for Twentieth Century Fox Film Corp. and Lightstorm Entertainment. Panasonic has also provided some of its A/V gear to assist in the creation of the movie, which is set to debut on December 18 in both 2D and 3D formats.

James Cameron, director of the iconic film Titanic (not to mention a fellow Canadian!) has long shown his support for the 3D format.

"I believe 3D is how we will experience movies, gaming, and computing in the near future," he urges. "3D is not something you watch, it's a reality you feel you could step into."

Panasonic plans to launch a global advertising campaign solely tied to AVATAR and promoting its new HD 3D TVs. In the U.S., Panasonic will embark on a "truck tour" that features multiple customized tractor trailers outfitted with Panasonic's 103" plasma and Blu-ray players. We can also expect to see 3D featured prominently at the Panasonic booth during next year's CES. In Europe, the company will erect HD 3D theatres within shopping malls and other locations by the Fall. Japan will see a series of TV commercials surrounding both the technology and the movie.

"Our collaboration with Twentieth Century Fox and James Cameron as the exclusive audio visual partner on AVATAR is the largest promotional program Panasonic has ever undertaken focusing on a single film," says Toshiro Sakamoto, Executive Vice President of Panasonic Corp. "It is truly an honour to be able to help bring the artist's vision to life."

It's a major move on Panasonic's part. While 3D technology has found its ways into commercial movie theatres, it has yet to break into the residential market. What's more, the pressure increases for this highly-anticipated film to live up to its hype: it's no longer just the movie and director on the line, but also the reputation of 3D technology as a whole. This partnership shows that Panasonic is heavily committed to the technology. And one thing's for sure: if this movie is a hit, Panasonic and 3D will most certainly be reaping plenty of the benefits.

Attendees enjoy a 3D demonstration at the 2009 International CES.

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