Burbank, Calif. - Walt
Disney Studios and Sony Electronics said
Tuesday they have joined forces to offer consumer and retail education, promotion
and marketing support for in-home 3D devices and content.
The collaboration includes advertising and retail execution, as
well as product bundling, including the Blu-ray 3D debut of Disney's "Alice in
The U.S.-centric campaign will launch during the high-traffic
holiday retail season, will incorporate 10 different Sony 3D Bravia HDTVs, and
will use 3D content from "Alice In Wonderland."
"We are excited to partner with Sony on 3D offerings and to offer
consumers their first chance to experience one of 2010's top 3D films and the
amazing spectacle of Wonderland in their very own homes," stated Lori
MacPherson, Walt Disney Studios home entertainment general manager. "We recognize Sony is a leader in HD hardware,
and we know movie lovers will enjoy the immersive content that is a part of
Disney's 3D titles."
The marketing campaign features multiple consumer incentives as
well as a comprehensive television, online, social-media and print campaign.
As a purchase incentive, Sony said it will give purchasers of its
3D Bravia HDTVs a choice between "Alice in Wonderland" or "Bolt" on Blu-ray 3D.
Both companies said they are also working on options to make the
Blu-ray 3D discs available with the purchase of select items in some regions
outside the U.S. Details of the campaign in each market will follow.