Disappointed that the BDA did not purchase Superbowl time

[MerrickG]

For all the criticism that Toshiba marketting takes they make a very smart (albiet ultimately futile) decision and purchase ad time for the superbowl.

How is it that the BDA can pass up an opportunity like that? This was a HUGE chance to get the message out about Warner and sales, but no "they werent ready" for a superbowl caliber ad.

This is disappointing because all this does create more uninformed customers who are going to pick up HD-DVD players at the firesale prices.

My question is:
Dumb move for the BDA or not?

[haushausman]

I say no. This war's done. Why spend 2.6 million for a 30 sec spot?

And if you disagree that it's not done, watch Toshiba and how they will have zero ads as well. They realize it's a waste at this point as well.

[Slapper]

Not disappointed. The format war is over. The money spent on a Super Bowl ad would be better used in their regular advertising campaigns. The market is really not there for advertising at the highest cost level, IMO.

[mystiksuicide]

I too agree that the BDA should have made a commercial. Not one that compares them to hd dvd but rather one that tackled they're real opponent DVD.

[Slec]

The BDA did not, but what about Sony for the PS3? Some of their new commercials ARE Blu-Ray commercials... Any one know?

[tiger roach]

I think a Superbowl add is not a great idea for high-def media at all. Those ads are way to high-profile, and are expected to be totally mind-blowingly funny, creative, etc. The next day everyone will be talking about the amazing Bud and Coke ads, and, "WTF was that HD-DVD crap about? Were they serious?"

[japuva]

The most watched television program of the year. That would be a great time to put a final nail in the coffin.

[MerrickG]

Originally Posted by haushausman

I say no. This war's done. Why spend 2.6 million for a 30 sec spot?

And if you disagree that it's not done, watch Toshiba and how they will have zero ads as well. They realize it's a waste at this point as well.

To help force Paramount and Universal's hand!!! 2.6 million is probably way cheaper than what it would cost to pay those studios off.

[Pellaeon]

I have posted this elsewhere. But initially yeah I was thinking what the hell is the BDA doing!

Then I gave it a little more thought. Now that Warner has switched, retail in general is backing Blu Ray. After those folks (those who weren’t in a drunken stupor) see that commercial and go into a store to buy an HD-DVD player they will run into the retail sales guy. That guy will hopefully know his stuff and tell them the pros and cons of Blu vs HD-DVD. This commercial will in effect become an HDM commercial, which will wind up bringing some BLU sales into the mix also, maybe even more than HD-DVD.

I am really surprised Toshiba would do this! It has real potential to backfire in 2.6 million ways.

[Caligula]

Will boo at hd dvd commerical and think how much people will say samething? millions will and toshiba is doomed! I wished BDA would had invested into humor superbowl tv commerical like blue team kicking red team's ass and say blu is the future!

[cathexist]

I'm disappointed as well. Even though blu is on top regarding high def media, it would be nice to see the BDA put some ad time in there for people who still haven't made the jump from standard DVDs.

I think they should have purchased time...

P.S. I would imagine that watching the superbowl in HD would also kind of make you want something else that was HD if you see an ad for it...hehe

[Slapper]

Originally Posted by Pellaeon

I have posted this elsewhere. But initially yeah I was thinking what the hell is the BDA doing!

Then I gave it a little more thought. Now that Warner has switched, retail in general is backing Blu Ray. After those folks (those who weren’t in a drunken stupor) see that commercial and go into a store to buy an HD-DVD player they will run into the retail sales guy. That guy will hopefully know his stuff and tell them the pros and cons of Blu vs HD-DVD. This commercial will in effect become an HDM commercial, which will wind up bringing some BLU sales into the mix also, maybe even more than HD-DVD.

I am really surprised Toshiba would do this!

These ads are planned out way ahead of time - before the Warner Blu exclusive announcement. I'm sure Toshiba had no inkling of what Warner had planned or they wouldn't have flushed this money down the toilet.

[Cambrian]

A little OT but I hope the NYG rapes the Pats. God, I hate New England.

[unreal1080p]

Not to worry.

This is what will happen to anybody going to a store to buy an HD DUD player after seing the commercial:

A) Asks clerk about HD DVD players... Clerk tells him: I suggest you purchase a Blu-Ray player if you want to be able to watch High Def movies past June of this year.... then he sells him a Blu-Ray player

B) Sold out/can't find any... asks clerk when they will get more... --> Clerk tells him: HD DVD is dead... here is a nice Blu-Ray player.

C) Finds only open boxes asks clerk why.... Clerk tells him: Because people when they find out HD DVD players can't play Blu-Ray movies simply return them... (explains about the studios).... here is a nice Blu-Ray player.

D) At the cash register just about to pay for the HD DUD player... the cashier asks him: "You realize this is a clearance items and there are NO returns on these items right?"... asks the Clerk more info about this... Picks up a Blu-Ray player instead.

[Alex Pallas]

sony is being sensible/ the time has come for them to recover their loss/ toshiba on the other hand is fighting tooth-and-nail for new customers and they are losing loads of money as a result

[Slec]

BDA is not Sony.

Although the Toshiba comment couldn't ring more true

[Go Blu]

Would have been nice but NO amount of DUD advertising and firesales will save them now.

If anything this latest round will only add to more disappointed DUD owners who will be returning their players when someone fills them in on the latest 411.

[monkyman]

Originally Posted by Cambrian

A little OT but I hope the NYG rapes the Pats. God, I hate New England.

Hey ass clown, I live in New England.

[Sylin]

Well, there's a few things to consider here.

1.) The week leading up to Super Bowl sees the highest volume of HDTV's sold in the US during the entire year (yes, even Xmas). All those people who just bought HDTV's should see a Blu-ray commercial during the Super Bowl--it makes good marketing sense. Even Warner's execs were talking about how people who recently bought an HDTV are several times more likely to adopt HD optical media.

2.) The Super Bowl is watched by more people worldwide than ANY OTHER sporting event, save the World Cup Final. That's a lot of exposure--well worth the $2.6m IMHO.

3.) We probably WILL see at least a PS3 ad, if not also a Disney ad for The Game Plan ("Own it today on Disney DVD and Blu-ray Disc!"), given it's a football-themed movie.

Given those reasons, I'd be pretty shocked if we didn't see some Blu this Sunday.

[galperi1]

Originally Posted by merrick97

To help force Paramount and Universal's hand!!! 2.6 million is probably way cheaper than what it would cost to pay those studios off.

3 things come to mind

1) That money was better spent on deals where if you bought a HDTV over these past couple weeks you get a Blu-Ray Player for free (VERY smart move on the BDA's part). It's a hard sell for HD-DVD to say you need another player on top of the one you just got for free.

2) While the BDA itself does not have an advertisement. I would not be surprised to see a couple ads from BDA members such as Sony, Disney and maybe some other members.

3) Retailers will choose for Paramount Universal. When they stop purchasing and stocking catalog titles and only buy day and date (and even then, much more limited supplies) they will come begging to the BDA to give them access to the 80% marketshare they are missing out on.