Cloudy Messaging With Meatballs

A TV spot drumming up buzz about Sony's early digital offer on Cloudy with a Chance of Meatballs has me confused. The ad was promoting the fact that if you buy a Web-connected Sony Bravia TV you'll be eligible to receive an electronic rental of Meatballs, before it streets on DVD and Blu-ray.  It likely got a lot of eyeballs, running during the big football match-up on Sunday between the Indianapolis Colts and the New England Patriots.
It looked cute, made its point, etc. But the ad is missing something, right?
Meaning, if you have the prime TV real estate to advertise the electronic rental...why not just throw in the announced Jan. 5 street date of Meatballs on DVD/Blu-ray as well? That way no matter what consumers tastes are - new Sony Bravia TVs, Meatballs specifically, or upcoming DVD/Blu-ray titles - everything is covered.
But I don't actually think the ad is Sony's fault. Because how do you advertise movies that are coming out on different platforms, without potentially poaching revenues from one area over the other? Sometimes it takes a mouthful saying what version of the film (Web-based sell-through or rental, TV-based video-on-demand, or physical DVD/Blu-ray) is available at which retailers at which time. Only recently did Disney start offering its movies for download sale at Playstation Store day and date with their DVD/Blu-ray release. Disney had long rolled out online rentals at Playstation Store.
If Sony had thrown in the Jan. 5 street date, does that dilute the power of the early bird digital offer?  December, January...it all blends together? But then does not saying the date risk leaving valuable promotion on the table?  
I'm still confused, and now possibly more so. But you can help with any of your opinions! How do you market titles coming out on different platforms?

Posted by Susanne Ault on November 16, 2009 | Comments (1)