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Blockbuster touts 'less waiting' in first TV campaign in three years

DALLAS - Blockbuster has announced the launch of its first national television advertising campaign in three years. For the first time since 2007, the company will promote itself on every major network and cable networks with its campaign, "Less Waiting. More Watching." The 30-second spot debuted Nov. 22 on programs like NBC's "Today" show and ABC's "Dancing with the Stars: Finale."

Through the campaign, Blockbuster said it is hoping to reinforce the message that its is the place to go to get the hottest new releases on their release date, many of which are not available at Netflix or Redbox for another 28 days. The campaign also reintroduces Blockbuster as a multi-channel entertainment provider of movies.

According to the company, the campaign uses humorous situations, such as a fictional flight being delayed for 28 days, or diners being told their table won't be ready for 28 days, to show how in most cases people would never wait that long for something. This is illustrated by the commercial's voice over:

"You'd never wait that long. So why wait 28 days for new releases? Blockbuster has hot new titles, like The Kids Are All Right and Charlie St. Cloud, 28 days before Netflix and Redbox. Rent them in store, by mail, stream on demand and on the go. Blockbuster. Less waiting. More watching."

"'Less Waiting.  More Watching.' says it all," said James Keyes, Blockbuster's CEO.  "It reminds everyone that we are the first and best source for the hot new releases.  Blockbuster has your favorite new movies on the day of the release and you can get them through multiple channels -- our stores, by mail, streaming on Blockbuster on Demand and downloading to mobile for on the go viewing."

The campaign, developed by Euro RSCG, will evolve with a second TV spot that will begin airing on Dec. 7, the company reported.

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