Telefónica-owned mobile network O2 has announced plans to show Six Nations matches in 3D using cinemas across the UK during the February and March rugby union tournament.
Screens at 40 Cineworld and Odeon cinemas have been reserved for England vs Wales on February 6 and England vs Ireland on February 27.
UK cinemas have been used to showing 3D films, such as Disney's Bolt, Pixar's Up, and James Cameron's Avatar, and the English national football team's October 10 World Cup qualification match against Ukraine was shown in cinemas after the original broadcaster went into administration.
However, this will be the first time that a major sporting event has been shown both live in cinemas and in 3D in the country. Tickets for the Six Nations 3D showings go on sale to the general public from January 29, with O2 customers offered priority tickets from January 25.
Disney's sports broadcaster ESPN recently announced plans to launch a dedicated 3D channel in time for soccer's World Cup in June, having already trialled some of the technology during the USA college football season.
The Discovery Channel has also partnered with Sony and IMAX to launch a multi-genre channel, thought to be earmarked towards the end of 2010, and BSkyB has been promoting its upcoming 3D channel in the UK since the cinematic release of Avatar.Reuse content