JVC Revamps Times Sq., Launches Promo

By Greg Tarr -- TWICE, 11/24/2008

Wayne, N.J. — JVC said it will unveil one of the first 720p high-definition LED billboards Dec. 2 in New York’s Times Square.

In other news, JVC and Warner Home Video said they will offer promotional partnership Dec. 9 behind the Blu-ray and DVD releases of “The Dark Knight” that will feature a JVC print advertising campaign, as well as retail promotions, a co-branded Web site and a sweepstakes.

The giant high-def screen will be part of a display system that will as feature a pair of LED tickers with animated programming synchronized among three LED displays, plus large “JVC” letters illuminated by neon.

Due to a combination of the high-res display and its location one story above ground level at Broadway and 43^rd Street, JVC said it expects the high-def screen to be “among the most impactful in the Times Square area.”

JVC said the close proximity to street level will enable passersby to appreciate the display’s high brightness level and 1.2 million LEDs capped with 9-foot red neon JVC letters atop the display. JVC has offered various billboards in Times Square continuously since 1979.

JVC’s “The Dark Night” promotion, which is called JVC The Dark Knight Capture the Joker Sweepstakes, will run from Dec. 31 and offers a grand-prize JVC home theater package, valued at more than $3,000, other JVC products and “The Dark Knight” DVDs.

JVC said it will also launch a retail promotion with the opportunity to receive a $3.00 mail-in rebate for the purchase of “The Dark Knight” Blu-ray of DVD disc, and any pair of JVC headphones between Nov. 25 and Dec. 31.

The company will incorporate “The Dark Knight” movie into a series of product advertisements for the DLA-HD750 home-theater projector and Everio GZ-HD40 camcorder. The THX-certified HD750 features a native contrast ratio, 50,000:1, while the GZ-HD40 will record up to 50 hours of 1,920 by 1,080 Full HD video.

JVC said it is backing the promotion with commercials that will play on JVC's new 720 HD LED billboard in Times Square.

“The Dark Knight” is one of the most successful movies of all time, and we expect the home video release to be just as successful,” said Karl Bearnarth, JVC marketing senior VP. “So JVC is thrilled to be partnering with Warner Home Video for the launch and we expect a very strong consumer response to our promotional activities.”

To enter the sweepstakes, JVC is offering an online entry form at www.jvc.com/thedarkknight, or consumers can text a special code found in the ads.

JVC said contest entrants will be automatically entered into drawings for a JVC HD Everio GZ-HD40 camcorder (two first-prize winners) or a JVC XV-N670B DVD player and “The Dark Knight” DVD (five second-prize winners).

Fans can also play the JVC The Dark Knight Catch The Joker Daily Game match card game online for a chance to win the DVD.

A JVC “The Dark Knight” micro site will also feature behind-the-scenes footage, movie trivia and a downloadable desktop widget to countdown to the film's release.