England's forthcoming RBS 6 Nations match against Wales will become Europe's first live 3D sports broadcast, team sponsor O2 announced today.
Rugby fans can watch every crunching tackle and scrum with the latest 3D technology at 40 Odeon and Cineworld cinemas across the UK on February 6.
England's Six Nations match against Ireland on February 27 will also be screened live in 3D.
The sophisticated polarised 3D cameras will beam the action directly to the stalls, giving rugby fans the closest experience of the atmosphere inside Twickenham, now in its centenary year.
This year live 3D broadcasts become a reality for sports fans, and not just at one-off cinema events but also in the home.
3D TV is tipped to become the year's must have gadget - with all of the major TV manufacturers launching 3D sets at the Consumer Electronics Show in Las Vegas last week and broadcaster Sky announcing its own 3D service for 2010.
Cinemas already saw a boom in 3D film sales last year - with James Cameron's blockbuster Avatar leading the way. Of the 10 major 3D movies released in 2009, four were in the top 10 highest grossing films at the global box office.
Paul Vaughan, Rugby Football Union operations director, said: "This demonstrates that England Rugby has a rich history and an even richer future with exciting new developments such as O2's 3D screenings.
"I hope rugby fans will pack cinemas across the country to support the team and mark this milestone."
:: O2 customers can book priority tickets to the opening match from January 25 by texting 3D to 2020. Tickets go on sale to general public from January 29 with adult tickets from £12.50.