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MagicPlay Targets Niches

12 Mar, 2008 By: Chris Tribbey

MagicPlay Entertainment has been given a mandate by parent company Hunan TV & Broadcast: Be bold.

That's what the company is striving for, said Mitch Perliss, MagicPlay's senior North American business director. Since the beginning of the year, MagicPlay has dropped Razor Digital as its distribution partner for new acquisitions and has nabbed more than half a dozen titles, specifically geared toward niche audiences.

“The goal is to acquire different kinds of product than the company had in the past,” Perliss said. “More and more we're finding shelf space harder to come by as an independent. So we're targeting certain markets.”

MagicPlay's existing catalog titles will continue to be distributed by Razor Digital, as will future IMAX, Blu-ray and foreign language titles. But the new titles are all MagicPlay, all the time.

Titles include Pat Boone Presents: Thank You Billy Graham (May 20), which includes musical tributes from Destiny's Child, Bono, Tim McGraw, Faith Hill, Reba McEntire, George Strait, LeAnn Rimes, Pat Boone, Kenny Rogers and others, saluting America's No. 1 evangelist. Perliss said MagicPlay is coordinating with nearly every major Christian organization nationwide to promote the DVD.

Also streeting May 20 is For My Country: The History of the National Guard, also from the Pat Boone Presents lineup. Narrated by Boone, the DVD takes an in-depth look at the history of the National Guard, including interviews, and bonus features with behind-the-scenes footage, a music video and a CD.

“You wouldn't know he was 74 years old,” Perliss said of Boone. “We're specifically targeting veterans, political conservative organizations, NASCAR dads, and NRA-type organizations.”

The marketing campaign for this DVD covers the two major nationwide National Guard organizations as well as those from all 50 states, and Boone will trek across America for print, TV and radio interviews in support of the DVD.

On June 17, MagicPlay will drop two classic music titles with The Great Crooners and Big Time Swing. Frank Sinatra pairs up with Bing Crosby, Elvis Presley and Louis Armstrong in Crooners, while Duke Ellington, Sinatra, Jimmy Dorsey and others sing in Swing.

Perliss also shared that MagicPlay has snapped up the rights to three baseball titles, sure to please the New York crowd: New York Yankees: Murderer's Row, Subway Series, and Pee Wee and Jackie.

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