Philips And Warner Home Video Continue Successful DVD-Video Partnership Second Successive Pre-Christmas, Cross-Media Marketing Campaign Set To Unfold Across Western Europe
Philips and Warner Home Video are joining forces for the second year running to stage a pre-Christmas DVD-Video marketing campaign designed to drive both hardware and software sales. The campaign this year has been specifically designed to maximize what is clearly turning out to be the breakthrough year for DVD-Video in continental Western Europe, with player sales approaching the 1 million mark. A joint multimillion-dollar advertising campaign will break at the end of October with a new TV commercial and new print advertisement appearing in a variety of specialist technical and youth-orientated media. The promotion will also be supported by below-the-line activities including point-of-sale and other in-store materials. The advertising will also promote a bundling offer in which three of the latest DVD-Video titles from Warner Home Video will be included with all currently available Philips DVD-Video players. These titles include ""Lethal Weapon 4,"" starring Mel Gibson, Danny Glover and Rene Russo; ""US Marshals,"" starring Tommy Lee Jones, Wesley Snipes and Robert Downey Jr. and ""Devil's Advocate,"" starring Keanu Reeves and Al Pacino. Commenting on the new campaign, Felix Muyres, Managing Director, Philips Consumer Electronics Europe, said: ""European consumers are clearly taking to home cinema. This is being demonstrated by the continuing growth in widescreen TV. Now we are seeing similar offtake in DVD-Video. By partnering with Warner Home Video, we can marry our DVD-Video players with the best DVD-Video software on the market to create the ultimate home entertainment experience."" ""We're very encouraged with DVD's early success in Europe,"" said Warren Lieberfarb, President, Warner Home Video. ""We believe our continued partnership with Philips in promoting the benefits of DVD will continue to build momentum through the fourth quarter and into 2000."" For more information, contact Gail Becker at Warner Home Video 818 954 2732 or email: Gail_Becker@Warnerbros.com.