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DEG Bows $25M Blu-ray Holiday Campaign

5 Nov, 2008 By: Erik Gruenwedel


Seeking to jumpstart sales of Blu-ray players and movies during the holiday shopping season, DEG: The Digital Entertainment Group Nov. 5 said it launched a $25 million TV and theatrical marketing effort.

The “Tru Blu” campaign, which premiered Nov. 2 on Fox’s NFL broadcasts, incorporates 30-second spots showcasing Blu-ray’s superior picture and sound qualities, in addition to the wide range of available movies.

According to The DVD Release Report, there are now more than 1,000 Blu-ray Disc titles either already in stores or scheduled for release.

In addition to college and professional football telecasts, the ads will appear on ABC’s “Dirty Sexy Money” and “Grey’s Anatomy,” Fox Network’s “House,” and NBC’s “The Office” and “Law & Order: SVU.”

Viewers are encouraged to visit www.watchblu.com to see demos and related news on Blu-ray features, including Bonus View (picture-in-picture) and Web-based BD Live interactivity.

U.S. consumers are projected to buy nearly 2.4 million standalone Blu-ray Disc players this year, three times the number sold in 2007, according to DisplaySearch. That would bring the total domestic installed base to more than 8 million.

On the software end, Home Media Magazine’s market research department estimates consumer spending on Blu-ray Discs was up 319.2% in the first nine months of 2008, to $315 million — more than the spending tally for all of 2007.

 “[Blu-ray] is unrivaled by any other delivery system and therefore becomes essential to accompany any HDTV,” said Bob Chapek, chairman, DEG, and president Walt Disney Studios Home Entertainment.

Disney is one of several major studios behind the Tru Blu campaign. Support also is coming from Lionsgate, Sony Pictures Home Entertainment, 20th Century Fox Home Entertainment, Universal Studios Home Entertainment and Warner Home Video, as well as leading consumer electronics manufacturers Panasonic and Sony Electronics.

The campaign primarily targets consumers between the ages of 25 and 44 who are HDTV owners or intend to purchase an HDTV and is designed to drive awareness and retail sales during the critical November and December holiday shopping season. The program also has a significant educational component at retail, with a full package of in-store support elements designed to reinforce the campaign’s message and help customers navigate the purchase decision process.

The marketing initiative also features a comprehensive online component targeting tech savvy entertainment enthusiasts and gamers with spots on high-traffic Web sites such as maxim.com, gamespot.com, espn.com and msn.com. The ads also are running in theaters nationwide during the upcoming high traffic season.


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