Washington, D.C. (November 6, 2008) -- The Digital Entertainment Group, a trade group consisting of studios and hardware companies, has launched a $25 million ad campaign to drive Blu-ray sales this holiday season.
That's according to Home Media Magazine.
The campaign, which debuted on Sunday during Fox's NFL broadcasts, mention Blu-ray's superior picture and sound. But the ads, which will also appear during shows such The Office, House and Grey's Anatomy, also encourages viewers to visit watchblu.com to learn more about the latest interactive features available on Blu-ray high-def discs.
Later model Blu-ray players can display such interactive features as Picture-in-Picture and Net-based downloads of movie-related items such as games, ringtones and trailers.
Home Media reports that DEG estimates that Americans will purchase 2.4 million standalone Blu-ray players this year, bringing its standalone total to 8 million. (The number does not include sales of the Play Station 3, which also has a Blu-ray player inside.)
Additionally, Blu-ray movies now represent 10 percent of all home video sales, the group said.
The ad campaign is being supported by such studios as Sony, Disney, Universal and Warner Home Video as well as Blu-ray hardware manufacturers such as Panasonic.
Commentary:
Once again, studios and hardware companies backing Blu-ray are blowing a terrific opportunity to reach the American consumer, particularly during this crucial 2008 holiday season.
This ad campaign should focus on two things -- and two things only:
1. Blu-ray's high-def picture and sound is the best in the world, better than cable and satellite, better than anything.
2. Blu-ray players are now available at retail stores for as low as $199.
That is a winning campaign.
Why?
The Blu-ray companies say they are targeting the high-def set owner. So why did the HDTV owner buy his set in the first place?
To get the best picture on the market!
They didn't buy it to get the best interactive features on the market.
Tell those millions of HDTV owners that Blu-ray has the world's best picture -- and it's now available for near-DVD prices -- and you can't miss.
But no, the studios can't help themselves by crowding in yet another message about Blu-ray's interactive features, which most Americans have shown no interest in.
When will these companies ever learn?
Comment on this article!
That's according to Home Media Magazine.
The campaign, which debuted on Sunday during Fox's NFL broadcasts, mention Blu-ray's superior picture and sound. But the ads, which will also appear during shows such The Office, House and Grey's Anatomy, also encourages viewers to visit watchblu.com to learn more about the latest interactive features available on Blu-ray high-def discs.
Later model Blu-ray players can display such interactive features as Picture-in-Picture and Net-based downloads of movie-related items such as games, ringtones and trailers.
Home Media reports that DEG estimates that Americans will purchase 2.4 million standalone Blu-ray players this year, bringing its standalone total to 8 million. (The number does not include sales of the Play Station 3, which also has a Blu-ray player inside.)
Additionally, Blu-ray movies now represent 10 percent of all home video sales, the group said.
The ad campaign is being supported by such studios as Sony, Disney, Universal and Warner Home Video as well as Blu-ray hardware manufacturers such as Panasonic.
Commentary:
Once again, studios and hardware companies backing Blu-ray are blowing a terrific opportunity to reach the American consumer, particularly during this crucial 2008 holiday season.
This ad campaign should focus on two things -- and two things only:
1. Blu-ray's high-def picture and sound is the best in the world, better than cable and satellite, better than anything.
2. Blu-ray players are now available at retail stores for as low as $199.
That is a winning campaign.
Why?
The Blu-ray companies say they are targeting the high-def set owner. So why did the HDTV owner buy his set in the first place?
To get the best picture on the market!
They didn't buy it to get the best interactive features on the market.
Tell those millions of HDTV owners that Blu-ray has the world's best picture -- and it's now available for near-DVD prices -- and you can't miss.
But no, the studios can't help themselves by crowding in yet another message about Blu-ray's interactive features, which most Americans have shown no interest in.
When will these companies ever learn?
Comment on this article!
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