Sony used the major US consumer electronics fair, CEDIA Expo, to unveil its VPL-VW90ES projector – its first model with full HD 3D capabilities.

The projector is part of Sony's Elevated Standard (ES) line of products, which are subject to limited distribution and price protection for the custom installation and specialty dealer sector. The projector – a high-end model aimed at the installation and medium-sized venue level – is due to begin shipping internationally in November with a price tag in the range of $10,000.

Vice president of Sony’s home audio and video business, Brian Siegel, said they were releasing it as ES following on from a crackdown on retailers and dealers that had not been following their MAP and internet sale policies.

The model boasts several market-leading features including a 240Hz high-frame rate drive that minimises cross-talk image distortion, a single Ultra High Performance (UHP) lamp providing brightness of up to 1,000 ANSI lumens and Advanced Iris 3 technology, which produces deeper blacks and sharper images. It is also capable of working in 2D mode and has a contrast ratio of 150,000:1.

The electronics brand also took the opportunity to launch its VPL-VWPRO1, a less expensive 2D model that offers full HD and a dynamic contrast ratio of 85,000:1.