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Bezier works with Fox on Avatar's record break home entertainment release

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By The Drum Team, Editorial

April 28, 2010 | 3 min read

Retail marketing agency Bezier has been working with Twentieth Century Fox Home Entertainment on the launch of Avatar on DVD and Blu-Ray.

The James Cameron director blockbuster is breaking sales records following its release on home entertainment formats, as Bezier meets its brief from Fox to ‘make history’ and provide the biggest home release ever.

The agency’s creative work for the launch included over 30 individual point-of-sale displays, and saw it made responsible for the manufacture and delivery of 140,000 items installed around the world to promote the film reaching retailers.

Bezier also conceived and delivered an industry first ‘super event unit’, which aims to draw customers into the film’s world of Pandora through a semi-permanent two metres plus high stock-holding unit with accompanying shopper walk-through.

Supermarket and high street chains have been specifically targeted, with J S Sainsbury’s providing interactive areas for shoppers with trailers front-of-store, and bespoke Blu-Ray dressings for numerous HMV stores nationwide.

The agency has also helped Fox to stage an official launch event at HMV’s flagship store in Oxford Circus that was attended by actor Stephen Lang who played Colonel Quaritch in the film. The store was transformed into the World of Pandora and customers received exclusive merchandise and, through the use of green screen technology, had the chance to get their picture taken in Pandora (using green screen technology).

David Mitchell, chairman of Bezier said: “On the back of amazing box office success for Avatar, Twentieth Century Fox wanted us to ensure that the DVDs and Blu-Rays become ‘must-haves’ in 2010. We’ve responded with a fantastically creative campaign that includes one of the biggest presences at point-of-sale ever seen in Europe.

“We’ve put a record number of products into store and worked incredibly hard supporting retailers to ensure that displays are installed in full compliance with specifications. Coupled with the interactive events, we’re delivering what I believe will be the most memorable home entertainment, if not retail, launch of all time.”

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