More details have emerged about "Disney’s Magical Blu-ray Tour," which we told you about in a Short Takes post yesterday.
This will be an 18-city mall tour starting August 17th in Los Angeles, continuing through December 23rd.
The tour, to be sponsored by Panasonic, will be an interactive exhibit designed to educate the public about the new next generation high-definition home entertainment technology backed by Disney, Sony, Fox and others (the Blu-ray Disc).
The tour will feature interactive kiosks, viewing stations and a special presentation theater where you'll be able to experience first-hand the capabilities and benefits of Blu-ray Disc technology.
The press release also says the tour will "focus on providing clarity for the growing consumer confusion around high-definition home entertainment and educating them on the benefits of Blu-ray Disc technology."
Education is a good thing.
There are about 24 million HDTVs in American homes now, but about half of them haven't yet been hooked up to a source of high definition programming. Either people don't understand how to do it or they don't know that they're not already receiving HDTV signals.
After all, they purchased an HDTV and when they now watch a network broadcast, an "HDTV" logo appears at the start of most programs... so that must be HDTV, right? (Uh, no.)
There's also, understandably, a lot of confusion about the two competing high definition disc formats, HD DVD and Blu-ray, with claims of superiority and market dominance being flung regularly from both camps.
But don't think for a moment that Disney will provide "clarity for the growing consumer confusion around high-definition home entertainment."
What they'll do is tout their preferred format, Blu-ray, which, of course, they have every right to do. We just think it's a little disingenuous to suggest that they're embarking on an expensive promotional stunt to engage consumers in some sort of ecumenical discussion about next generation formats.
"Disney’s Magical Blu-ray Tour" will begin at the Westfield Topanga mall in Canoga Park, CA and continue on to 17 additional locations across the U.S., including Canoga Park, Costa Mesa, San Diego, San
Francisco, Portland, Seattle, Minneapolis, Chicago, St. Louis,
Washington DC, Long Island, Boston, Philadelphia, Indianapolis,
Atlanta, Houston, Austin and Phoenix.
A complete list of tour locations and dates follows after the jump.
The tour will feature "first-look" opportunities in each market including previews of the forthcoming Blu-ray Discs of Disney/Pixar’s "Cars," as well as Disney’s "Meet the Robinsons" and live demonstrations where you'll get first-hand experience playing the interactive “Liar’s Dice” game from the "Pirates of the Caribbean: Dead Man’s Chest" Blu-ray Disc.
Also featured will be six to fourteen interactive stations (depending on the size of the mall) which will showcase all aspects of Blu-ray Disc technology. A special mini theater will host hourly live presentations.
The exhibits will be hosted by experts from both Disney and Panasonic,
who will be available to answer questions about the technical aspects
of Blu-ray and content featured on Disney Blu-ray Discs.
There will also be a sweepstakes, with prizes to include a Blu-ray home entertainment package comprised of a Blu-ray player and a library of Disney Blu-ray Discs.