In yet another summer marketing ploy, Panasonic and Disney are joining forces to promote Blu-ray technology. The companies are launching the "Magical Blu-ray Tour" at 18 shopping malls across the US with a huge exhibit of interactive kiosks, viewing stations and a small theatre showing Blu-ray in action.
They are trying to raise the Blu-ray profile as, although the format claims a 70% market share in the US, many people still don't use Blu-ray discs.
"There are so many high-definition-enabled households not taking full advantage of its capabilities, and we hope to change that with the Disney Magical Blu-ray Tour," says Dick Cook, chairman of Walt Disney Studios.
Among the features at the show will be films like Pixar's animated Cars and Meet the Robinsons in high-definition – there will also be live demonstrations with up to 12 interactive stations.
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