NOV. 8 | About a week after Blu-ray Disc backers debuted a $30 million media blitz, Toshiba and DreamWorks Animation have jointly launched a campaign in support of the Nov. 13 bow of Shrek the Third on HD DVD.
Shrek's Donkey appears in the HD DVD ad campaign.
The Toshiba and DreamWorks initiative features 30-second TV spots starring Shrek characters Donkey and Gingerbread Man telling studio executives that they seem more alive when viewed on HD DVD. Ads are running now during network primetime and on various cable channels.
Underlying the Shrek campaign is the tagline, “It all begins with HD,” somewhat similar in rhythm to the rival format’s campaign slogan, “I Do Blu.”
“Because our films are created digitally, the best way to watch Shrek the Third is on HD DVD,” said Ann Daly, DreamWorks Animation chief operating officer, in a statement. “With our films now in this format, families can get the highest quality viewing experience on their home TVs in HD.”
Toshiba and DreamWorks both shared in the financial costs of the Shrek campaign, said Maria Repole, corporate communications director for Toshiba. She declined further comment.
When DreamWorks and Paramount Home Entertainment opted to produce next-generation titles exclusively in HD DVD, there was much industry speculation that the studios were motivated by Toshiba marketing incentives.
Shrek the Third’s exclusive HD DVD features include picture-in-picture interactivity, ‘The World of Shrek and Donkey’s Digital Coloring Book’ and Web-enabled ‘Trivia Track.’ The HD DVD streets day and date with the title’s standard-definition version.
“Movies like Shrek the Third were made for HD DVD, and we are thrilled to have this title as an HD DVD exclusive,” Repole said. “With Toshiba’s HD DVD players, Shrek fans can experience amazing picture and sound quality as well as Web-enabled network features for a truly interactive entertainment experience.”
The Shrek ads are in addition to existing Toshiba promotions, including the bundling of 300 and The Bourne Identity in boxes of its third-generation HD DVD players. Also, through Feb. 28, consumers who purchase any Toshiba HD DVD model can select five free HD DVD titles by mail.
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