By: Dipin Sehdev
Sony has officially resumed the shipment of its home and business projectors in Europe, ending a two-month hiatus caused by shifts in EU export control regulations and trade restrictions. While the disruption came as an unfortunate—if unsurprising—consequence of evolving geopolitical and regulatory pressures, we're glad to see that the resolution came swiftly and decisively. We covered the initial suspension back in March, when Sony paused shipments across the EU, including the UK, in response to regulatory uncertainties. Now, with those obstacles behind them, the company is bringing its acclaimed BRAVIA projection lineup back to European homes and businesses—alongside the long-awaited debut of the BRAVIA Projector 7.
The return marks a significant moment not just for Sony, but also for the broader home cinema and professional AV markets in Europe, where demand for premium projection technology continues to rise. With models like the BRAVIA Projector 8 and Projector 9 already held in high regard, and with the Projector 7 (VPL-XW5100) poised to expand the lineup, Sony is clearly intent on reaffirming its leadership in the high-performance projection category.
What Caused the Disruption?
As we previously reported in March, Sony halted its projector shipments to the EU following amendments to the region’s dual-use export control regulations—rules designed to restrict technologies that could have both civilian and military applications. While Sony has not elaborated on which specific clauses triggered the disruption, it’s widely understood that modern projection systems—especially those using advanced imaging processors and high-lumen laser engines—can fall into regulatory grey zones, particularly when they include networking capabilities or signal processing tech with potential crossover applications.
Trade restrictions also played a role, with certain components subject to country-of-origin scrutiny under tightening European rules. Sony’s quick compliance with the changes, and its ability to resolve supply chain complexities within a two-month window, speaks to both its operational resilience and its commitment to the European market.
What's Back on the Market?
As of late May 2025, Sony is resuming full availability of its home cinema and professional projection ranges in the EU and UK, all under the same technical specifications offered in other global markets. The regional logistics schedule will dictate exact delivery timelines, but authorised Sony distributors and professional partners can now begin fulfilling backorders and refreshing retail channels.
Notably, the BRAVIA Projector 8 and Projector 9—both positioned at the premium end of Sony’s home cinema portfolio—are returning without any technical modifications. That’s good news for those who’ve been awaiting their arrival since the disruption began.
For the professional market, Sony’s business projectors, often found in education, corporate, and public sector environments, are also re-entering circulation. These models offer Sony’s hallmark reliability and image fidelity, along with long-life laser engines and easy integration with AV control systems.
A Closer Look at the BRAVIA Projector 7
One of the most exciting developments in this story is the European debut of the BRAVIA Projector 7, also known by its model number VPL-XW5100. While this model was announced earlier this year for the US and other global markets, it was notably absent from European announcements—until now.
The Projector 7 brings much of Sony’s high-end projection DNA into a more compact and versatile package. It features a 2,200-lumen laser light source, enabling rich and vibrant images even in moderately lit rooms. Its use of Sony’s XR Processor for projectors brings real-time dynamic tone mapping, enhanced contrast, and more accurate colour reproduction via TRILUMINOS PRO.
Some of the standout features include:
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XR Dynamic Tone Mapping – Adapts image tone in real-time based on scene analysis, improving detail in bright and dark regions.
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Deep Black Technology – Enhances contrast for deeper blacks and improved shadow detail.
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Clear Image Technology – Reduces noise and sharpens motion for a smoother viewing experience.
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IMAX Enhanced Compatibility – Unlocks additional visual fidelity for content mastered to IMAX specs.
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Low-Latency Gaming Support – Supports 4K at 120Hz, ideal for next-gen consoles and high-performance gaming PCs.
From a design standpoint, the Projector 7 follows Sony’s trend toward sleek, minimalistic enclosures that are easier to place in modern living spaces. It’s compact but doesn’t compromise on performance—a rare achievement in the home projection market.
The Road Back: Sony’s Statement
Rik Willemse, Head of Professional Displays and Solutions at Sony Europe, expressed optimism and gratitude in the company’s official statement:
“We’re delighted to be able to resume shipping of our projectors, including our latest BRAVIA Projector 8 and BRAVIA Projector 9 for home cinema, seamlessly across Europe, and we’re excited to introduce the BRAVIA Projector 7 later this summer,” Willemse said. “These products have remained available in other regions, and we’re now focused on meeting European customer demand as swiftly as possible. We’re glad to be back and appreciate the continued understanding and support of our partners and customers.”
Sony also confirmed that shipping timelines will be communicated through authorised channels, including the company’s professional partner portal, with regional availability depending on logistical factors.
The Impact on the Market
While Sony's absence from the European projection market was brief, it was felt. For integrators and custom installers, the sudden halt created uncertainty, especially for projects that had spec’d Sony projectors as centrepieces. In the high-end home cinema segment—where installation windows are often booked months in advance—even short delays can disrupt client timelines and AV system handoffs.
In the business sector, institutions relying on Sony’s long-life projectors for lecture halls, boardrooms, and public installations faced procurement complications and, in some cases, had to turn to alternative vendors.
Competitors like Epson, JVC, and BenQ may have enjoyed a brief window of opportunity during Sony’s absence, but none offered an equivalent across Sony’s full spectrum—from IMAX Enhanced home cinema to 3LCD and SXRD-based business systems with smart control integration.
Why This Matters
Sony’s projectors occupy a rarefied space in the AV world. Unlike many brands that fragment offerings across regions or release Europe-specific variants with limited feature sets, Sony generally maintains parity between US, APAC, and EU products. That global consistency makes the brand a favourite among integrators, who can build cross-region project templates with confidence.
Moreover, Sony’s integration of cinematic technology—like those used in its professional digital cinema cameras and CineAlta division—into its home projectors means that buyers are getting more than just a bright picture. They’re getting visual intent, accurate colour spaces, and engineered tone mapping that reflects how directors and post-production teams actually work.
With the BRAVIA Projector 7, Sony also closes the gap between mid-tier and high-end projectors, providing many of the flagship features from the Projector 8 and 9 models at a more approachable price point (pricing TBA in Europe). That democratization of cinema-quality projection is key to sustaining market momentum.
Looking Ahead: Supply and Demand
With the regulatory roadblocks cleared, Sony’s next challenge is logistics. Meeting pent-up demand will require prioritising markets and balancing backorders with ongoing supply. The good news? Sony appears ready.
While Sony hasn’t disclosed exact shipment figures or market-specific allocations, channel partners should expect a ramp-up through summer, particularly as the Projector 7 reaches shelves. The projector’s late-summer debut comes at an ideal time, overlapping with both the back-to-school season and the AV industry's typical pre-holiday product refresh cycle.
It’s also likely that Sony will use the second half of the year to reinforce its European brand messaging, especially around cinematic excellence, low-latency gaming, and sustainable performance—three pillars that are increasingly influencing consumer purchasing decisions.
Final Thoughts
The temporary pause in Sony projector shipments was a regulatory hiccup, not a strategic misstep. If anything, the way Sony handled it—swiftly, transparently, and with minimal disruption to its technical roadmap—reinforces its strength as a long-term player in the global AV ecosystem.
Now that the BRAVIA home cinema and business projection lineup is once again available in Europe, customers and integrators can return to building systems with one of the industry's most trusted brands. And with the new BRAVIA Projector 7 finally landing in the region, there’s every reason to believe that Sony’s projector business will not just resume—but accelerate.
