Blu-ray gets $1.6m U.K. TV marketing push

September 07, 2009 Five Hollywood studios are uniting to bolster a £1 million ($1.6 million) campaign launched by the British Video Association aiming to boost the Blu-ray format ahead of this year's holiday season. Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Pictures (UK), Walt Disney Studios Home Entertainment U.K. and Warner Home Video are all backing the push. The BVA is claiming the campaign -- spearheaded by TV advertising spots across all major television channels here from November and throughout December reaching 40 million viewers at least once -- will be underpinned by "strategic public relations activity".

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