New Bid to Brighten HD Star’s Prospects

Roadshow Entertainment is about to launch a Blu-ray and DVD promotion it says will be one of the home video sector’s largest marketing initiatives yet.

It hopes the DVD Rewards programme will “revitalise” sales and heighten awareness of Blu-ray and DVD as entertainment options.

The nine-week campaign will run from June 1 and earn consumers points for each purchase, allowing them the chance to win thousands of prizes, ranging from 46-inch TVs to toys and music downloads.

Among the hundreds of qualifying movie titles will be the latest releases, including Bright Star, Alvin & The Chipmunks: The Squeakquel, Fantastic Mr Fox, Tooth Fairy, Percy Jackson: The Lightning Thief, Mao’s Last Dancer, Law Abiding Citizen, Crazy Heart and Hurt Locker.

Roadshow says all major retailers, including The Warehouse, Whitcoulls, JB Hi-Fi, Marbecks, Progressive Enterprises, and online retailers Mighty Ape and Fishpond, will participate in the programme.

“DVDs need to once again compete effectively for the disposable income dollar in New Zealand,” general manager John Davie said in a statement.

“We believe that the home entertainment market requires a strong leader to help arrest what some perceive as a difficult time for the market.

“By undertaking a promotion across nine key titles, we are able to contribute a substantial amount of funds to a two-month television campaign which will once again put DVD and Blu-ray top-of-mind for the consumer.”