VSDA Panel: DVD Marketing Goes Local

Movie Marketers are conducting more local DVD promotions with regional retailers, according to an article in Video Business:

A 20th Century Fox Home Entertainment exec said during the VSDA session that the studio is working with retailers in the Northeast to drive sales of a Boston version of upcoming DVD Fever Pitch, which includes more bonus Red Sox material than the standard version.

And Sony Pictures Home Entertainment marketing VP Marc Rashba said the studio is involving stores in some national DVD promos, such as the recent push for TV Land DVD titles. TV Land and Sony ran commercials about Sony TV product available at retail, with Sony providing retailers with special display cases to promote the product more prominently in stores.

The article also mentions how smaller mom and pop rentailers are getting shut out of the mix, particularly when it comes to screeners and advertising support. This speaks somewhat to the irony of the VSDA show itself, which has morphed from a huge trade show floor catering to independents to what it is now: a straight sales session in the suites for the retailers. All you have to do is look at the hot dog machines and tanning beds on the trade show floor to realize the shift away from rental is underway.

[Via Video Business Online]