Deep inside the bowels of Sony's Atsugi research lab outside Tokyo, a new technology that could change the way we watch films for ever is taking shape.
Called 4K, it is already used in cinemas across the country to show films far sharper than even the best high-definition TV.
However, Sony, along with several other manufacturers, now plans to bring 4K into the living room - and it could mean the end of having to trek to the nearest cinema.
The Japanese electronics giant has just released its first home 4K projector, with an eye-watering £18,000 price tag. The quality is stunning and, having watched clips from the upcoming Spiderman movie on a 120in screen, it is far better than most cinemas.
"4K is an exciting glimpse into the future, and several manufacturers are planning to use it for TVs and projectors," says Kat Hannaford of gadget website Gizmodo. "It could mean trouble for cinemas as people can have an identical experience at home."
The flaw is that it's not actually possible to buy anything to watch, as manufacturers have yet to decide on a format for what could become the next generation of DVD.
"There is a chicken and egg problem, as there is not yet any real 4K content, although film studios are working on it and a lot of big titles are now being filmed in 4K."
Already movies such as The Social Network and others are being created in 4K and Sony has been working closely with its own film studio. It also revealed plans to let users download 4K content online in the future, meaning you won't even need to buy a disc.
Sean Hannam of trade magazine ERT says retailers see the technology as a way to get people to upgrade.
"Retailers will be keen, but it's very new and people are a little confused by HD, LED and 3D already, so they are running the risk of simply confusing people."
It may be expensive and there may be nothing to watch but despite this, the industry believes 4K could be the next big thing.
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However, as with all technology, there is always something better around the corner - the BBC and Panasonic have already revealed they will shoot some 2012 footage in 8K.
