This year's Wimbledon is to be filmed in 3D for the first time, with the finals screened in HD in cinemas around the world.
Sony has the gig, but it said it will be working with the BBC to capture the content, the Corporation having nabbed the venue's best camera sites for its own, 2D coverage.
"High Definition 3D is... as close to the atmosphere and excitement of Centre Court as actually being there," the head of Sony Europe, Fujio Nishida, enthused.
So if Andy Murray manages to reach another Grand Slam final, at least we'll be able to watch him throw a strop in 3D if he loses. Will spectators be handed oversized glasses to share the experience from 'Murray Mound'? Probably not.
Last year, we saw something similar with the 2010 football World Cup shot in 3D and shown in particular cinemas. ®