DVD industry bowing ad campaign

Package deal includes free discs

Hoping to reach an industry goal of 4 million DVD players in homes by year’s end, four studios and manufacturers have teamed to launch a $10 million on-air and print promotion to push the players off retailers’ shelves.

Similar to the campaign sponsored by Warner Home Video, Philips and Best Buy last year, the new two-month campaign bowing April 30 teams Artisan, Columbia TriStar, New Line and Warner Home Video with Panasonic, Philips, Sony and Toshiba.

As part of the deal, consumers who purchase one of the manufacturers’ discounted DVD players will receive five free DVD titles — “Lost in Space,” “Lethal Weapon 4,” “Michael,” “Matilda” and “Rambo: First Blood Part II.”

Deal will be available at most electronics retailers.

A recent study released by the DVD Video Group, a Los Angeles-based industry watcher, said manufacturers have shipped 1.6 million DVD players since the format’s release in late 1997.

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