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$10 Million DVD Promo Launched By Four Studios

In an expanded repeat of the Warner Home Video-backed promotion that sparked the takeoff in DVD player sales last fall, four movie studios are teaming with four player marketers in a disc-giveaway promotion backed by a $10 million TV and print ad campaign.

Backing the campaign, which offers five free movie discs with the purchase of selected DVD player models between April 30 and June 30, are the home video arms of Artisan, Columbia TriStar, New Line and Warner, plus player makers Panasonic, Philips, Sony and Toshiba.

The offer covers 12 Panasonic players, eight from Philips, nine from Sony and seven from Toshiba.

The backers say the promotion’s goal is to help boost the installed player base to 4 million by year-end.