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With some Blu-ray products now also including a DVD and/or digital copy, the BVA asked over 1,500 consumers which packaging best communicated what was in the pack as well as generating purchase interest.
The ‘Double Play’and ‘Triple Play’definitions, already being used on some releases, were found to perform best, in terms of both consumer understanding and expressing value for money. Simon Heller, Blu-ray Partners Campaign Director at the British Video Association, said: The consumer needs to have utmost clarity when making a purchase and the BVA’s findings will help distributors to produce the most effective packaging as part of the marketing mix.
The BVA aims to promote the Double Play / Triple Play packaging formula as an industry standard over the coming months, so expect to see a lot more of them in 2011.