Blu-ray to be marketed hard this Xmas

The British Video Association has lifted the lid on a significant new TV advertising campaign designed to highlight the growing high definition Blu-ray format this Christmas.

The push is being run on behalf of Sony Pictures, Twentieth Century Fox, Universal pictures, Walt Disney and Warner. It’s part of a 1m through-the0line campaign being orchestrated by the BVA.

Beginning on November 23rd, the 30” spot will be aired across ITV, Channel 4, Sky and Five. Estimates predict that the total viewing audience of the spot will be around 40m and reach 74 per cent of HDTV owners.

It will also highlight some of the many high-profile Blu-ray releases heading to retail this Q4 including Inglorious Basterds, Harry Potter and the Half-Blood Prince and Disney’s Snow White.

11m British households now own a HDTV, yet many of them are failing to make the most of their technology,” BVA director general Lavinia Carey stated.

The best way to enjoy films at home is in high definition and on Blu-ray discs and our goal is to boost understanding of the benefits of Blu-ray in the run up to Christmas.”

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