Blu-ray Gets $25M Push

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Having won the standards war against HD-DVD, Blu-ray, a competing format backed by Sony, will now fight for economically squeezed consumers’ attention with a $25 million campaign themed “Tru Blu.”

TV ads, which began running last Sunday, feature clips from films like Hancock, Pineapple Express, The Dark Knight, Hellboy II: The Golden Army, Wall-E and others, to illustrate the wide array of titles available thanks to cooperation from Lionsgate, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Studios Home Entertainment, Walt Disney Studios Home Entertainment and Warner Home Video, along with consumer electronics brands Panasonic and Sony.

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