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Deluxe Touts BD-Live Theatrical Trailer Streams

27 Apr, 2010 By: Erik Gruenwedel

Deluxe Digital Studios April 27 said it plans to stream 25 million theatrical trailers to Internet-connected Blu-ray Disc players by the end of the year.

The Burbank, Calif.-based DVD compression and authoring company said its nascent pre-roll technology has already streamed 8 million theatrical trailers via BD-Live, the Internet-enabled component of the high-definition packaged media format.

The idea is that studios, through BD-Live, can offer updated or revised theatrical trailers on DVD and Blu-ray releases instead of the traditional preview.

Once perceived as an eternal conduit linking physical media with a rapidly evolving digital era, studios have done relatively little with BD-Live on major new releases.

Deluxe believes its technology offers studios an efficient way to market new movies on titles already BD discs already sold to consumers.

“Being able to change and stream trailers and other promotional content directly to the Blu-ray living room is a very powerful marketing opportunity for our studio clients,” said Allan Lamkin, VP of network services at Deluxe.

Indeed, Universal Studios Home Entertainment has used the Deluxe software to include updated trailers on the Blu-ray releases of Public Enemies and Funny People, among other titles.

Content is streamed in either high definition or standard definition format, which is automatically determined based on the consumer's broadband connection speed. The trailer or related streamed content is presented to the consumer shortly after inserting the disc into the player and before the main menu or start of movie playback.

“By utilizing the BD-Live, consumers can now enjoy the latest theatrical and home entertainment trailers every time they play a Universal Blu-ray release, even on discs they purchased over a year ago,” said Robert Read, VP, HD strategic marketing, Universal Studios Home Entertainment.

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