Project Introduction
In December 2001, Digital Marmalade was appointed
to manage and produce Blockbuster’s in-store
TV channel, BBTV. The aim of the channel is to promote
new movie and game releases, highlight promotions
and drive sales in confectionery and drink products.
Our task was to refresh the look of the channel and
migrate it from VHS to DVD in order to take advantage
of interactive technology and improve the audiovisual
quality.
Project Build
Through a combination of motion graphics, 3D animation
and sound effects we transformed not only the channel,
but also the in-store experience. Movie trailers are
now ‘skinned’ in corporate colours giving
ownership of the channel back to Blockbuster as opposed
to the film studios. Presenters are filmed in a blue
screen studio and superimposed into the design, to
add personality to the channel and to give an informed
opinion of the movies and games.
DVD technology allowed us to break the broadcast
schedule into weeks. Time specific promotions for
major releases and periods like half-term and Christmas
are now catered for, resulting in a more focussed
advertiser’s rate card.
‘Store zone’ broadcasting can be activated
through a standard DVD remote control. A dedicated
games channel, and an confectionery promotional channel
are included each month. These ‘targeted’
channels can be activated during peak ‘game
renter’ windows (3-5 pm) offering an element
of day-part marketing.
We are also responsible for sourcing film and game
footage, for researching, writing and recording scripts,
sourcing advertising opportunities, attaining British
Broadcasting Certification for public viewing, programme
scheduling, DVD authoring and replication, mail-out
and store support. All of which is carried out under
strict, tight deadlines.
