— Sharp Electronics revealed at CEDIA Expo the next phase of its “See it to see it” brand advertising campaign utilizing a partnership with Universal Studios Home Video.
The announcement came in conjunction with the company’s unveiling of its first two 3D Aquos Quattron LED-edge lit LCD TVs, a pair of 3D Blu-ray Disc players and the company’s first 3D-capable DLP projector.
Taking the stage in his first press conference for the company, new Sharp Electronics Marketing Co. of America (SEMCA) president John Herrington said the LCD maker is teaming with filmmaker Chris Meledandri’s Illumination Entertainment and Universal Studios Home Entertainment as a launch partner for the 3D Blu-ray Disc release of “Despicable Me.”
The movie will be available on Blu-ray and DVD as well as on Blu-ray 3D at retail stores nationwide on Dec. 14.
“We’re working with Universal to bring our Quattron 3D TVs to life, showcasing the hugely popular Minions from “Despicable Me” in a new brand campaign that urges consumers to see the technology for themselves,” said Bob Scaglione, Sharp product and marketing group senior VP and group manager. “We believe that we’ve truly changed the color paradigm with Quattron quad-pixel technology, giving TV lovers remarkable and almost dreamlike colors. Quattron technology is the perfect complement to 3D technology, enabling bright and vivid images that have eluded 3DTVs in the past.”
“We’re thrilled to pair the box office-blockbuster ‘Despicable Me’ with the introduction of Sharp’s groundbreaking 3D Quattron TV,” said Craig Kornblau, Universal Studios Home Entertainment president. “3D Blu-ray has completely redefined the home viewing experience, representing the most superior technology available in home entertainment today. This promotion combines this breakthrough medium with one of the most creatively brilliant films of the year. We’re extremely pleased that purchasers of the Aquos LE925 will have an opportunity to enjoy ‘Despicable Me’ in the richest and most vibrant home-theater offering this holiday season.”
The campaign will continue to use actor George Takei’s Sharp TV engineer character to demonstrate Quattron technology’s color system.
In the commercial, Takei exclaims that Quattron technology combined with 3D technology creates such an experience that “you won’t believe your eyes.”
The effort will utilize broadcast, print and online media to play up the message that Quattron quad-pixel technology produces the most realistic 3D TV images and superb picture quality.
The spots will show the Minions characters from “Despicable Me” appearing to be jump out of the Sharp television, adding color and character to help demonstrate the Quattron sets.
The campaign kicked off on Sept. 23 with national broadcast and cable television, as well as print advertising in major newspapers including the Wall Street Journal and USA Today.
An online component includes displays on sites including CNET, Best- Buy.com and others.
Sharp will also support the campaign on its global web site,
, and on sharpusa. com/aquos.
The Blu-ray 3D release of the movie will be available for use by Sharp retailers and presented on the Aquos Experience tour, which features a 52-foot tractor trailer outfitted with multiple Aquos LED TVs in different screen sizes.
The tour will travel to different retailers and major sporting events around the country. Additionally, consumers who purchase a qualifying Sharp Aquos Quattron TV or Bluray Disc player between Nov. 22 and Feb. 6, 2011, will receive a coupon to redeem a 3D bonus copy of “Despicable Me” on Blu-ray (which also includes a 2D version of the film).
Meanwhile, the company issued suggested retail pricing for its previously reported LE925 TVs and 3D Blu-ray Disc players.
The 60-inch 3D Quattron LC-60LE925UN is available now at a $5,300 suggested retail. The 52-inch LC- 52LE925UN is available now at a $4,200.
The BD-HP90U and BD-HP80U 3D Blu-ray Disc players are shipping now at suggested retails of $500 and $430, respectively.
Scaglione said the XVZ-17000 3D DLP projector will be available in the first quarter of 2011 at a price to be announced later.