Warner Touts 'Harry Potter' Blu-ray on TV Ads19 Apr, 2011 By: Erik Gruenwedel
Spots underscore non-availability at kiosks and Netflix
Warner Home Video has upped the marketing rhetoric following the April 15 retail release of Harry Potter and the Deathly Hallows — Part 1 with primetime television ads emphasizing the title’s non-availability at kiosks and Netflix.
The spots, which hype the Blu-ray Disc (and DVD) availability of the popular film in advance of this summer’s (July 11) theatrical release of Harry Potter and the Deathly Hallows — Part 2, feature bold red “Not Available” lines slashed across images depicting Redbox and Blockbuster Express kiosks and Netflix mailers.
Part 1 was made available for digital sellthrough April 11 and transactional video-on-demand April 15. The Blu-ray combo pack also includes the first scene of Part 2.
The “Potter” franchise is considered one of Warner’s most-prized properties and integral to the studio’s theatrical and home entertainment bottom line in 2011 and beyond.
Jeff Bewkes, CEO of parent Time Warner, has made it a hallmark of his leadership denouncing kiosks and subscription VOD services as undercutting key margins in other distribution channels, notably physical and digital sellthrough.
As a result, Warner Home Video spearheaded studio efforts to impose 28-day embargoes on new releases to kiosks and Netflix — delays it now is considering lengthening.