Having already touted in store windows its 28-day advantage over Redbox and Netflix when it comes to new releases from some studios, Blockbuster is now taking its message further. In a test ad campaign that will run this summer in Charlotte, N.C., and Reno, Nevada, BB will be using television, radio, online, direct mail and in-store materials to highlight its advantage in new release availability.
According to the Wall Street Journal, a “30-second [television] spot, created by Euro RSCG’s Chicago office, shows people being told they’ll have to wait 28 days for various things–a flight to Honolulu for a family already at the airport, a table at a posh restaurant for a couple already there, the orthodontist to come once a teenager is in the chair and prepped.
‘You’d never wait that long,’ the voice-over says, ‘So why wait 28 days for new releases?'”
Patty Sullivan, who was appointed as Blockbuster’s corporate communications chief less than two weeks ago, said the following on the test campaign:
“It is a differentiation and it is a competitive advantage . . . The purpose is to test the proposition of that 28-day window. If the consumer was aware of the 28-day window, what sort of impact does that have on the business and what sort of impact does that have on the studios?”
What, if any, impact will this campaign have on BB’s flagging fortunes? Are there enough people out there who still care to pay Blockbuster’s prices to get some new releases a month sooner than its by-mail and kiosk competitors? Leave your thoughts in the comments.
(via The Wall Street Journal)