Coming soon to a mall near you: a lavish Disney road show, complete with towering widescreens, interactive video-game and movie stations, and even a mini theater.
The focus of it all isn't a hot new movie or Disney Channel show. It's the Blu-ray Disc.
Blu-ray, along with HD DVD, is what's known as "next-generation" discs, with high-definition visuals primed for the wave of HDTVs entering American homes. The problem is, the formats have been out a year, and viewers still don't understand that special players and DVDs in addition to HDTVs are needed to get the full high-def effect.
Disney's Magical Blu-ray Tour, which will visit 18 malls for three-day runs, aims to change all that.
"There's a lot of consumer confusion out there, and we want to help everyone understand this amazing new technology," says Bob Chapek, president of Walt Disney Studios Home Entertainment.
Shopping malls seemed like the ideal venues because the studio wanted to "reach as many people as possible (from) all demographics," he says.
Sponsored by Panasonic, the tour begins Aug. 17 in Los Angeles and concludes Dec. 23 in Phoenix.
At each stop, giant blue towers will feature widescreen monitors. And at more than a dozen interactive "stations," people can preview Blu-ray versions of recent Disney animated hits Cars and Meet the Robinsons, and play the Liar's Dice game from the Blu-ray edition of Pirates of the Caribbean: Dead Man's Chest.
But the heart of the exhibit is a mini theater with hourly presentations on Blu-ray technology and high-definition in general, tying the technology to Walt Disney's legacy of imagination.
Ultimately, the show says, Disney Blu-ray discs will allow viewers plugged into the Internet to chat with fellow viewers and interact with filmmakers, all while watching the movie. They also will be able to get detailed information and even buy items they see in the movie.
Blu-ray is competing with HD DVD to become the dominant format, and HD DVD is hoping to gain converts with a $299 player.