Created using Sky's in-house production techniques, the cinema ad marks the first time that the firm has mounted an above-the-line marketing campaign for its 3D service.

"As we move towards the launch of the UK's first 3D TV services, these are our first steps in widening public awareness of the service and providing a 'seeing is believing' experience," said Sky's director of product management Hilary Perchard.

"As Sky's 3D TV services uses the same underlying technology as that being used in cinemas, it seemed natural to use Avatar as our first marketing platform. We also wanted to give consumers the opportunity to sample firsthand the quality of experience we will offer next year."

Read the full article at Digital Spy.