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Most people do not need a "splash" from Paramount and Uni, or big announcements. It seems pretty simple: just start releasing Blu Ray day and date with DVD for major titles and all will be fine in most peoples books.
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But they want to make the press. It's about making it the big news item that pops up all over the place, and a large POS. For example I fully expect Paramount's return to BLu to be followed with something like BOGO and endcap displays of their existing titles.
They're fighting with Universal for the second to bottom rung on the ladder probably through the end of the year