Sony surprised everyone at NAB with aggressive pricing for its 4K (3840×2160) TVs — the Bravia XBR-55X900A (55″) and the XBR-65X900A (65″) are $4,999 and $6,999, respectively. They will start shipping on April 21st.

Starting today, six Sony Store locations (Century City, Calif.; Costa Mesa, Calif.; Houston; Las Vegas; New York and Palo Alto, Calif.) will be the first to feature the XBR-55 and 65X900A 4K TVs, offering consumers in-store demonstrations of 4K and enhanced (translation: upscaled) video.

This summer, consumers of Sony’s 4K UHD TVs can purchase the FMP-X1 4K Media Player bundled with 10 feature films and video shorts in true 4K resolution for $699. In the fall of 2013, users of the same 4K Media Player will be given access to a fee-based video distribution service offering a library of 4K titles from Sony Pictures Entertainment and other notable production houses. The feature films included with purchase of the 4K Media Player are Bad Teacher, Battle: Los Angeles, The Bridge on the River Kwai, The Karate Kid (2010), Salt, Taxi Driver, That’s My Boy, The Amazing Spider-Man, The Other Guys and Total Recall (2012).

To coincide with the availability of Sony’s new 4K Ultra HD TVs, Sony Pictures Home Entertainment is also bringing to market a lineup of “Mastered in 4K” Blu-ray Discs.

The 4K TVs include Wi-Fi, upscaled inputs, two pairs of 3D glasses and use what Sony is calling Triluminous displays with X-Reality PRO and Motionflow XR960 technology.

More details are here: http://www.sony.com