In what is both a sporting and a technological world-first, Sony will be screening two matches live from Brazil for football-supporting cinema-goers in the UK.
The company has chosen the Vue multiplex in Westfield, London, for the screenings, which will be beamed live via satellite direct from the iconic Estadio Jornalista Mario Filho (Maracana) stadium in Rio De Janeiro in full ultra-high definition (UHD).
With Sony promising four times the resolution of high definition, luckily enough, thanks to the fact that the England national team has already been knocked out of world football's pinnacle event, fans who manage to get hold of a ticket to either the quarter final or the final screening won't experience four times the disappointment.
Of the event, David Bush, Head of Marketing and Business Development, Sony Professional Solutions Europe said: "These live 4K screenings mean we're able to bring an entirely new viewing experience to the world of football."
And while tickets for the screenings on July 4 and July 13 will be snapped up very quickly, regardless of which teams make it all the way, Sony will also be packaging up a UHD highlights show of the 2014 World Cup, which it plans to show over the summer at cinemas around Europe that have the correct technology in place.
Although UHD was seen as a gimmick as recently as 2011, interest in and demand for ultra high definition television sets is really starting to grow; The latest figures suggest that shipments of TVs that support the technology passed 1.6 million units in 2013 and that by the end of the decade, 40% of all televisions sold will be UHD models.