Blockbuster Says: 'Less Waiting. More Watching.' National TV Campaign Launches Today

New spot emphasizes Blockbuster's 28-day window advantage

DALLAS, Nov. 22, 2010 /PRNewswire/ -- For the first time since 2007, Americans will see Blockbuster  on every major network and cable networks beginning today with the launch of its national television advertising campaign, "Less Waiting. More Watching."  The :30 spot debuts today on programs like  NBC's "Today" show and ABC's "Dancing with the Stars: Finale."

The campaign's objective is to reinforce that Blockbuster is the place to go to get the hottest new releases on their release date, many of which are not available at Netflix or Redbox for another 28 days. The campaign also reintroduces Blockbuster as a multi-channel entertainment provider of movies.

Less Waiting. More Watching.

The campaign uses comedy to illustrate exaggerated "relatable" pain points associated with waiting to reinforce how unacceptable it is to wait 28 days for new releases.  It opens with a family hurrying to an airport ticket counter only to be told, "The flight to Honolulu has been delayed 28 days."  The second vignette features a man and woman walking into a restaurant for a romantic dinner to learn "Your table will be ready in 28 days."  The final vignette cuts to a close-up of a dental hygienist leaning over a young girl in an orthodontist's chair, whose mouth is being stretched open by a ridiculous apparatus…" Just relax, the doctor will be with you in 28 days," she says walking away. The voice over says:

"You'd never wait that long. So why wait 28 days for new releases? Blockbuster has hot new titles, like The Kids Are All Right and Charlie St. Cloud, 28 days before Netflix and Redbox. Rent them in store, by mail, stream on demand and on the go. Blockbuster. Less waiting. More watching."

"'Less Waiting.  More Watching.' says it all," said James Keyes, Blockbuster's CEO.  "It reminds everyone that we are the first and best source for the hot new releases.  Blockbuster has your favorite new movies on the day of the release AND you can get them through multiple channels – our stores, By Mail, streaming on Blockbuster on Demand and downloading to mobile for on the go viewing."

The Blockbuster 28-day advantage began in March 2010 with The Blindside, followed by Sherlock Holmes, It's Complicated and Avatar. Current and upcoming movies with the 28-day advantage include Inception and Wall Street.

The campaign, developed by Euro RSCG, will evolve with a second TV spot that will begin airing on December 7. For more information and to watch the current TV spot visit www.blockbuster.com.

About Blockbuster Inc.

Blockbuster Inc. is a leading global provider of rental and retail movie and game entertainment. The company provides customers with convenient access to media entertainment anywhere, any way they want it – whether in-store, by-mail, through vending kiosks or digitally to their homes and mobile devices. With a highly recognized brand and a library of more than 125,000 movie and game titles, Blockbuster leverages its multichannel presence to serve nearly 47 million global customers annually. The company may be accessed worldwide at www.blockbuster.com.

SOURCE Blockbuster Inc.



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