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 studioshave 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 a week ago with a spot on “Dancing With The Stars,” and will continue through the Super Bowl. Representatives working with the project declined to reveal the exact size of thebudget, but described it is the largest to date for the Blu-ray Disc format.
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“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 executive VP.
Translation: We really need you to buy a Blu-ray player! If the multi-million dollar ad campaign doesn't deliver a decent measurable result, you can expect Phase 2: a multi-million dollar grovelling campaign!
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