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Disney, Sony Partner for Blu-ray 3D Marketing Efforts

7 Sep, 2010 By: Erik Gruenwedel

Alice in Wonderland

Walt Disney Studios Home Entertainment and Sony Electronics Sept. 7 said they are partnering for consumer and retail education, promotion and marketing support of in-home 3D devices and content, including box office hit Alice in Wonderland, which will be released on 3D Blu-ray Disc this fall.

Disney is no stranger to pushing retail initiatives, including starting the DVD/Blu-ray combo pack in 2008 and mandatory digital copy with all BD releases.

In addition to advertising and retail initiatives, Disney will bundle the film (or separate animated 3D option Bolt) with 10 different Sony 3D Bravia high-definition televisions during the holiday retail season.

No street date and retail price point for the Alice 3D Blu-ray released was disclosed.

Alice, which stars Johnny Depp, remains year-to-date the No. 2 domestic box office earner, with $334 million (more than $1 billion globally). The film was released June 1 on DVD/Blu-ray, helping to increase Disney’s third-quarter studio revenue by 30%, in addition to returning the unit back to profitability, with $123 million in operating income.

“We are excited to partner with Sony on 3D offerings and to offer consumers their first chance to experience one of 2010’s top 3D films in their very own homes,” said Lori MacPherson, GM of home entertainment for The Walt Disney Studios. “We recognize Sony is a leader in HD hardware and we know movie lovers will enjoy the immersive content that is a part of Disney’s 3D titles.”

Studios and consumer electronics companies are eying the 2010 holiday season for a major 3DTV push, which includes 3D-compatible Blu-ray players and glasses.

Panasonic is reportedly partnering with 20th Century Fox Home Entertainment for the 3D Blu-ray release of Avatar in December.

Separately, Samsung is collaborating with DreamWorks Animation to bundle How to Train Your Dragon and select “Shrek” films with 3DTVs this fall.

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