As part of the network’s new high-tech promotional campaign, HBO will distribute 80,000 premieres of their new series Entourage using a 48-hour limited play DVD.
The discs will be distributed directly to consumers in 11 major markets. Starting last week, street teams in New York, Los Angeles, San Francisco, Philadelphia, Chicago, Las Vegas, Denver, Atlanta, Miami, Dallas and the Hamptons began delivering discs containing the first 18-minutes of the premiere episode. Discs are also being handed out to guests attending notable media events such as Time Out New York and Maxim parties. HBO is also providing copies of the preview to guests at screening parties in select markets.
When the DVD is removed from its air-tight packaging, consumers will have 48-hours to watch the preview. When the discs are exposed to air, an oxidation process begins, turning the disc from red to black. Once the disc is black, the DVD player cannot read it and it becomes unplayable. Flexplay Technologies, Inc. created the DVDs.
Entourage is a look at the life of a young star and his buddies in Hollywood. Eight episodes of the series will debut on HBO beginning this July.
U.S. Concepts, New York City, executed DVD distribution and screenings.
Network
