Sunday 9 December 2007

I Do Blu

Since Sony's PS3 opened my eyes to the joie de vivre known as Blu-ray, I've been smitten!

Whether it's watching Spider-Man scale the heights of a New York skyline or Spielberg's majestic encounter with visitors from a distant star, Blu-ray excels.

Now a proponent of Blu-ray, here are my aStores, which feature my recommendations:

I Do Blu Shop UK
I Do Blu Shop USA
I Do Blu Shop Canada

Sensing the need to step up promotional efforts behind the Blu-ray Disc format heading into the critical holiday selling season, a group of hardware manufacturers and studios have pooled their resources on a "multimillion-dollar" television, print and online advertising campaign, billed as the largest for the format so far.

The effort, called "I Do Blu," quietly kicked off its prime-time TV portion with a spot on "Dancing With The Stars," and will continue through the Super Bowl.

Companies backing the project include hardware manufacturers Sony, Panasonic and Philips, and Blu-ray-backing studios include Walt Disney Studio Home Entertainment, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Lions Gate and Warner Home Video. While they declined to reveal the exact size of the budget, they say it is the largest to date for the Blu-ray Disc format.

"Before we were really targeting the early adopter [with Blu-ray] but now the time is right to really go broad," said Rich Marty, Sony Pictures Home Entertainment new business development VP. "The [PlayStation3] is coming out at $399 now, and while some of purchasers will be into games, we believe a lot more of them will also really be into movies."

"There are 35 million HDTV sets out there in U.S. homes now, and they need to be informed that if they want to maximize their high-definition movie playback, they really need a Blu-ray player," said Lexine Wong, Sony Pictures Home Entertainment marketing VP.

The ads don't focus on any particular brand to remain fair to the three supporting equipment manufactures.

"It was agreed that we can get a bigger and better message out there if we all do this together," Marty told TWICE. He added that some companies were invited to participate but opted out at this time.

Movies featured in the 30-second TV spot include some of the biggest releases of the fall, including "Spiderman 3," "Fantastic Four: Rise of The Silver Surfer," "Live Free or Die Hard," "Ratatouille," "Wedding Crashers," the "Harry Potter" series, "300" and others.


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