New York – Samsung formally kicked off the global launch of four 3D
HD LED TVs during a press conference here Tuesday, and revealed plans for a major
advertising and promotional campaign to support the category.
The event brought DreamWorks Animation SKG’s Jeffrey Katzenberg to
Samsung’s New York City showroom to announce the next part of a strategic
alliance between the movie studio and the Korean electronics maker, which involves
an exclusive offering of the “Shrek” film series in its entirety in 3D Blu-ray for
the first time.
Samsung’s multimillion-dollar national advertising and marketing
blitz will include extensive TV support – which began with a teaser spot during
the 2010 Academy Awards telecast – a coast-to-coast in-store merchandising
program employing 5,000 3D merchandising kiosks, and a “3D starter kit”
including two pair of 3D glasses and a copy of DreamWork’s 3D Blu-ray movie
“Monsters vs. Aliens” for the purchase of a Samsung 3D TV and a Samsung 3D
Blu-ray player or 3D Blu-ray home-theater system.
In addition, Katzenberg announced that during the second half of
2010, DreamWorks Animation’s “Shrek” film series will be available in 3D
Blu-ray for Samsung home entertainment systems.
“Audiences across the globe can’t get enough of 3D,” Katzenberg
said at the event. “It is, quite frankly, the entertainment revolution of our
Samsung will have 17 3D products overall in 2010, “making it the
broadest 3D entertainment lineup in world,” said Tim Baxter, Samsung
Electronics America president.
The company will offer 3D in three LCD TV series, including the
7000, 8000 and 9000 series, and will offer the capability in two plasma series,
including the 7000 and 8000. Plasma models will be available in the 50-inch,
58-inch and 63-inch screen sizes in both series.
Screen sizes for LCD models will include 40, 46, 55 and 65
inches. Four of the 3D LCD models are in select stores now.
Pricing will range from a $1,699 suggested retail for the 46-inch
240Hz CCFL backlit LN46C750 (due in May) to $6,999 for the 55-inch 240Hz LED
backlit UN55C9000 (due in April); the latter ships with a touchscreen LCD
remote control with built-in Wi-Fi capability.
The UN46C7000 ($2,599) and UN55C7000 ($3,299) are shipping now.
Samsung has dubbed its “holistic” U.S. marketing campaign
“Dedicated to Wonder.” Baxter said it will employ television advertising and
the first 3D Imax cinema advertising for a consumer electronics brand,
beginning in April.
The effort utilizes a renowned production team, including the
Oscar-winning director of photography Mauro Fiore.