Irvine, Calif. -
(MDEA) said Friday that it launched a 3D TV promotion for its 3D DLP TVs using an in-theater ad campaign anchored to the release of the "Legends of the Guardians" in 3D on Sept. 24.
The nationwide onscreen 3D advertising campaign and in-theater promotional campaign was developed to introduce moviegoers to MDEA's 3D DLP Home Cinema TV experience.
The campaign is designed to reach a highly targeted market of consumers who are familiar with 3D from the movies and who are most likely to adopt the technology for their homes, the company said.
MDEA is distributing more than half a million coupons for a free Mitsubishi 3D Starter Pack, a $399 value, with the purchase of any Mitsubishi 3D DLP Home Cinema TV or 3D LaserVue TV during the campaign.
The coupons, which are being distributed in more than 500 theaters, can be redeemed online directly from Mitsubishi.
The MDEA campaign will run in partnership with ScreenVision, a leader in 3D cinema advertising.
The vast majority of 3D screens in the U.S. are powered by DLP technology, so most of these theatergoers are watching the latest 3D movies on the same core technology that powers Mitsubishi's 3D DLP Home Cinema TVs.
"3D in-theater advertising offers Mitsubishi the optimal avenue to target prospective 3D TV buyers in a captive environment," said Max Wasinger, MDEA sales and marketing executive VP. "Coupled with in-theater couponing and a strong call to action, we have designed a campaign to build awareness and drive a targeted demographic of 3D movie lovers to retailers across the country. For retailers, this targeted campaign is in support of their business and the adoption of 3D TV by their customers."
"Legends of the Guardians" was No. 2 at the box office for opening weekend, taking in $16.3 million.