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Sony to Launch Blu-Ray Marketing Blitz
Tue Jun 06, 2006 at 04:29 AM ETTags: High-Def Disc Marketing, Sony (all tags)
With HD DVD already on store shelves and its sales upbeat, Sony is gearing
up for a company-wide marketing initative designed to help foster awareness
for their rival Blu-ray format with consumers, reports Video Business. Sony kicked off their Blu-ray blitz last Friday, with a demo event held on the studio's lot in Culver City, California. The promo, geared to media and retailers, featured upcoming Blu-ray disc players, the company's new Blu-ray-enabled VAIO laptop, Sony hi-def TVs and clips of upcoming Blu-ray titles.
"This [the initiative] crosses every part of our company," Sony Pictures Home Entertainment president worldwide Ben Feingold said at the event. "Blu-ray is technology that will drive PC sales, consumer electronic sales, movie sales."
The studio also plans to beginning promoting the Blu-ray brand by "piggybacking" on the marketing of its standard DVD titles, including via TV and radio spots, beginning with the day-and-date release of 'Underworld: Evolution' this week.
"We're saying it’s available on DVD and on Blu-ray," Feingold said. "That will be the strategy."
Sony’s retail chain, Sony Style, has also started running Blu-ray product demos in its Top 10 stores this week. "You'll see a slew of promotion over the next few weeks," said Jeff Goldstein, Sony product marketing VP.
- Related links:
- Sony Cross-Promotes for Blu-ray [Video Business]
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