VSDA Considering Agencies For $20 Mil. Ad Push
CHICAGO--The Video Software Dealers Association, a trade group for the home entertainment industry, is contacting agencies about a possible $20 million advertising effort, sources said.
The Los Angeles-based group has reportedly narrowed its list to four contenders, having initially contacted agencies in the Midwest, Southwest and East, according to sources.
Cathy Scott, the VSDA's vice president of marketing and communications, said she was unaware of any search.
But Liz Greene, a representative of the association's largest member, Blockbuster Video, said Jim Nitarnicola, chief marketing officer of Blockbuster Entertainment, had contacted "several" agencies about the VSDA's upcoming marketing plans. Nitarnicola serves on the VSDA's marketing committee. Greene said discussions were still in the early stages.
Nitarnicola could not be reached.
One source speculated that the association, which represents the $16 billion home entertainment industry, could be looking to create a campaign promoting video rentals, an industry that is facing increased competition from pay-per-view and satellite technology.
Shops were expected to be briefed later this month.
The VSDA had begun a search on a similar project nearly two years ago but dropped it early on, sources said.
Established in 1981, the VSDA represents more than 3,400 companies in the home entertainment industry. Members include independent and national chain video rental companies, video game and multimedia producers, motion picture studios and other related businesses.