Blockbuster, Video Ezy to push Blu-ray

AUSTRALIA Video rental stores are seeing green with the Blu-ray format.

According to reports, Blockbuster and Video Ezy rental stores in Australia have announced that they will exclusively support and promote the format over the summer.

The two rental chains will be increasing the number of Blu-ray films available to rent in stores, as well as featuring in-store displays with PS3, Sony Blu-ray players and Bravia high-definition TVs, together with educational content in over 200 Video Ezy and Blockbuster stores.

In addition, Video Ezy will drive a promotional campaign across TV, radio, direct mail, catalogues, mobile and online mediums, while Blockbuster will promote the format through its print and online channels.

"We endeavor to sell to demand – at this stage Blu-ray is clearly the leading HD format and industry data backs that up,” said Richard Clutsom, Video Ezy’s gm of buying. “The future will depend on hardware sales catering to either format and we will move with those trends."