The campaign, which has been orchestrated with media agencies PHD and Posterscope runs until 3 January across 30 UK malls. It aims to continue sales momentum in the Christmas period after the DVD broke sales records in the UK selling 1.75 million DVD and Blu-ray copies in its first week.
Promotion will include full size lift door vinyl posters that target shoppers as they walk past and wait for lifts, which will be positioned in close proximity to DVD retailers to encourage point-of-sale purchases.
Giant 300 square feet posters will also be visible from every level of some malls, and giant HD screens of up to 110 square feet with full audio will showcase a clip of the film in other malls.
Emma McCarthy, media group manager at PHD, says: “Christmas is a highly competitive time for home entertainment sales so it’s critical to make any new product stand out from the many that are available.
“Combining three of Limited Space’s high-impact formats will ensure the home entertainment release of Harry Potter and the Half-Blood Prince dominates the best malls in the country, and puts the product firmly in the minds of shoppers as they make their last-minute Christmas present choices.”
Limited Space malls include Bluewater, Lakeside, The Metro Centre and The Bullring.