Sony to Launch Blu-Ray Marketing Blitz

Posted Tue Jun 6, 2006 at 01:29 AM PDT by
Samsung Blu-Ray Player 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.
Tags: Sony, High-Def Disc Marketing (all tags)