Effective this month, Hollywood studios will package digital film and television content under the standard “Digital” or “Digital HD” brand, trade org Digital Entertainment Group announced today. The distinction applies to non-physical filmed media with the “Digital” or “Digital HD” branding to appear on DVD and Blu-ray packaging, digital downloads, advertising, social media and publicity campaigns, and merchandising as well as in the UltraViolet brand for participating studios. “Digital HD (or Digital) is a dynamic and direct approach aimed at consumers who want movies and television shows that they can access on their favorite devices,” said DEG President Amy Jo Smith in a statement. “Whether they access the DIGITAL HD version as part of a Blu-ray purchase or as transaction through a digital store, we believe this terminology will help them understand they are getting an exciting, versatile product that heightens their home entertainment experience.” Anchor Bay Entertainment, HBO Home Entertainment, Lionsgate, Paramount Home Media Distribution, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Studios Home Entertainment, Walt Disney Studios and Warner Bros. Home Entertainment have agreed to participate in the initiative.
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