Sony made a gigantic zoetrope–a distant Victorian predecessor to television–using 240Hz "Motionflow" technology. It's the centerpiece of a new ad by the "balls" people.
The BRAVIA-drome was inspired by the zoetrope, a device invented in the 19th century to create short ‘films’ from a series of static images. This modern day zoetrope is 10 meters across, spins at over 40 kph and is the optimal medium for demonstrating how Motionflow 240Hz technology clearly displays today’s fast-action motion pictures.
At 10 tons, it's claimed to be the largest zoetrope ever built. Motionflow is an automatic tweening technology, which generates and inserts extra video frames to smoothen the appearance of movement.
Press Release [Sony]