From Philips of all people.
http://www.cinematicviewingexperience.com/
Much of the site is still "Coming Soon" but there are couple fo photos floating about.
(Image courtesy of Engadget.)
I don't think anyone else has any details, but it is quite interesting. I wonder why they decided not to show this at CES?
Personalyl, I can't see the point really. It just means you are going to get black bars at the sides far more often than you do at the moment.