Peggy Fry, named vice president of ad sales by Netflix earlier this year, is rolling out her first big initiative: advertising printed on the packaging in which her company's DVDs are mailed.
According to
Brandweek, Fry "engineered the experiment with Sony," whose Columbia Pictures unit signed on to promote "Memoirs of a Geisha" via Netflix's packaging; until now, Netflix's DVDs
arrived in ad-free wrapping. It was the explosive growth of Netflix, a DVD subscription company, that persuaded Columbia to try the novel format. Netflix, famous for its exceptional customer
service, says it ships one million DVDs daily, all, obviously to a target audience that is highly desirable to movie studios. In an increasingly crowded market, where print ads, TV, and billboards
are all saturated with movie advertising--especially at year's end, when many holiday films premiere--Columbia's foray into DVD wrappers seems a worthy experiment and is bound to be carefully observed
by others in the film industry. "Memoirs of a Geisha" opens Dec. 23.
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