Will this be the holiday season when the Blu-ray Disc format finally breaks through into the mainstream? If both electronics manufacturers and Hollywood studios have anything to say about it, it will.
According to the Los Angeles Times, a consortium from both industries is planning a $25 million marketing campaign, called "Tru Blu," aimed at promoting the technology to audiences for the holidays. The push coincides with the arrival of several high-profile releases, including Warner Bros.' Batman epic "The Dark Knight" and Pixar's "Wall-E."
The campaign will consist of TV commercials airing beginning this month on NFL telecasts, as well as Comedy Central, ESPN, the Discovery Channel and elsewhere.