Los Angeles — Multi-industry home entertainment body the Digital Entertainment Group (DEG) said Thursday it has launched an over $25 million integrated marketing effort behind the Blu-ray Disc format this holiday season.
Funding for the effort, called Tru Blu, is being contributed by supporting member companies from the entertainment and consumer electronics industries.
The effort kicked off Nov. 2 on the FOX Network’s NFL telecasts. It is incorporating feature spots on both network and cable TV channels, online and in theaters. The ads highlight Blu-ray’s picture and sound quality as well and the wide assortment of available movie and television titles.
Supporting members include such studios as Lionsgate, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Studios Home Entertainment, Walt Disney Studios Home Entertainment and Warner Home Video, as well as CE manufacturers Panasonic and Sony.
The DEG issued industry projections calling U.S. sales of nearly 2.4 million stand-alone Blu-ray players this year, representing more than three times the growth rate from a year ago. The total installed base of Blu-ray devices in the U.S. is now estimated to be over 8 million, the DEG said.
Additionally, Blu-ray software on key titles is representing more than 10 percent of sales for major new home entertainment releases, the DEG said.
“Blu-ray is clearly the best way to watch and experience high definition in the home. It is unrivaled by any other delivery system and therefore becomes essential to accompany any high-definition television,” stated Bob Chapek, Walt Disney Studios Home Entertainment president and DEG chairman. “As such, Blu-ray is the clear successor to DVD, and will enable a revolutionary entertainment experience that will transcend the next decade of movie watching in the home.”
The DEG said the campaign is targeted at 25- to 44-year-olds who own an HDTV or intend to purchase one. It is designed to drive awareness and retail sales during the November and December holiday shopping season.
The group is also making available to participating retailers a package of in-store support elements designed to reinforce the campaign’s message.
Cable television networks selected for the program include: ESPN, Comedy Central, TBS and the Discovery Channel and will focus on professional and college football games. Broadcast network spots will run on such shows as ABC’s “Dirty Sexy Money” and “Grey’s Anatomy,” Fox’s “House,” and NBC’s “The Office” and “Law & Order: SVU.”
The online component will target tech savvy entertainment sites including: www.maxim.com, www.gamespot.com, www.espn.com and www.msn.com. The ads are also running in theaters nationwide during the upcoming high traffic season.
The www.watchblu.com Web site is tagged in the ads to demonstrate Blu-ray’s features through news, trailers and exclusive content. The Web site highlights the format’s high-definition picture and sound quality as well as its Bonus View and BD-Live features.