Hoping to sprinkle some marketing fairy dust on Blu-ray, Disney will be bringing the format to the masses in a cross-country technology roadshow hitting shopping malls across America.
Dubbed "Disney's Magical Blu-ray Tour," the traveling high-def circus will hit eighteen malls for three-day runs beginning in August and running through the holiday season.
In a display as lavish as anything at any Disney theme park, the Blu-ray roadshow promises to come complete with widescreen displays hovering over interactive movie and PlayStation 3 videogame stations, where consumers can preview upcoming Disney Blu-ray releases including 'Cars' and 'Meet the Robinsons.'
The centerpiece of the extravaganza will be a "mini theater" with hourly presentations hyping Blu-ray technology and high-definition, all tied into Walt Disney's "legacy of imagination."
Disney hopes to reach out to mainstream consumers across all demographics, both to promote the Blu-ray format as the holiday season kicks into high-gear as well as educate consumers on the value of high-definition in general.
"There's a lot of consumer confusion out there, and we want to help everyone understand this amazing new technology," said Bob Chapek, president of Walt Disney Studios Home Entertainment.
Co-sponsored by Panasonic, the tour kicks off August 17 in Los Angeles, and concludes December 23 in Phoenix, Arizona.
- Discs mentioned in this article: (Click for specs and reviews)
- Meet the Robinsons (Blu-ray)