Sony's cross-division Blu-ray marketing strategy

Sony UK is working on promoting Blu-ray, the optical disc format expected to replace DVD, by combining marketing of its TVs and Blu-ray players with upcoming film releases on Blu-ray.

The consumer electronics company will tie up with content coming from the Sony Pictures content arm.

Carl Pring, Sony's head of brand and advertising, said Sony would run Blu-ray campaigns towards the end of the year to coincide with the release of major films Terminator Salvation and Angels & Demons.

‘What you will start to see is campaigns across the various companies. We can tell consumers about the greater thrills and excitement they will see with Blu-ray releases on our Blu-ray products.'

Pring said the Blu-ray push would be the ‘first of many spanning different Sony divisions'.