November 1, 2013
Hollywood studios adopted new terminology this week in home entertainment sell-through branding that will soon appear across marketing and communication efforts. The terms “Digital HD” and “Digital” will be used to package digital versions of filmed entertainment and television content. According to the Digital Entertainment Group, the branding intends to enhance the value of digital home entertainment offerings and offer consistency for consumers.
“The new branding — starting this month — will appear on physical packaging, digital downloads, advertising, social media outreach, publicity and merchandising. It will also complement the UltraViolet brand in market for those studios participating,” reports Home Media Magazine.
“The new terminology will be found on new-release titles from all participating studios, including Blu-ray combo packs, which allow consumers to own both the physical and digital versions of a film or TV show,” notes the article. “Combining physical and digital into one purchase offers consumers the best possible value for collecting entertainment, as well as the flexibility to enjoy it at home or on the go.”
The consistent branding is aimed at consumers who increasingly seek content available on multiple devices. “Whether they access the Digital HD version as part of a Blu-ray purchase or as transaction through a digital store, we believe this terminology will help them understand they are getting an exciting, versatile product that heightens their home entertainment experience,” said Amy Jo Smith, president of DEG.
Studios adopting the new terminology include: Anchor Bay Entertainment, HBO Home Entertainment, Lionsgate, Paramount Home Media Distribution, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Studios Home Entertainment, Walt Disney Studios and Warner Bros. Home Entertainment.