MUMBAI: The Walt Disney Studios launched its Magical Blu-ray Tour, which will visit 18 malls in the US nationwide beginning 17 August.

The announcement was made by Walt Disney Studios Home Entertainment president Bob Chapek. Disney’s Magical Blu-ray Tour, sponsored by Panasonic, is an interactive exhibit designed to educate consumers about the new high-definition home entertainment technology and will feature interactive kiosks, viewing stations and a special presentation theater where consumers can experience first-hand the amazing capabilities and benefits of Blu-ray Disc technology.

Disney’s Magical Blu-ray Tour will also focus on providing clarity for the growing consumer confusion around high-definition home entertainment and educating them on the benefits of Blu-ray Disc technology. The tour will kick-off in Los Angeles beginning 17 August at the Westfield Topanga mall in Canoga Park, CA and continue on to 17 additional locations across the US.

According to a recent survey by Leichtman Research Group1, close to one-half of the 24 million households with HDTV don’t actually watch high-definition programs because they haven’t obtained the necessary hardware from their cable, phone or satellite operators. About one-half of those viewers — about six million — don’t even realize they’re not watching HDTV. The tour aims to educate consumers by delivering a comprehensive and entertaining high-definition Blu-ray experience, allowing them to interact with the technology and view live demonstrations hosted throughout each day of the tour.

“Disney has always put consumers first and we are here to help everyone understand this amazing new technology. It is imperative that we continue to educate and engage consumers as to the advantages and exciting features that are unique to the Blu-ray Disc format. There are so many high-definition enabled households not taking full advantage of its capabilities and we hope to change that with the Disney Magical Blu-ray Tour,” said The Walt Disney Studios chairman Dick Cook.

Disney’s Magical Blu-ray Tour will feature first-look opportunities in each market including previews of Disney/Pixar’s Cars, as well as Disney’s Meet the Robinsons, and live demonstrations where consumers will get first-hand experience playing the interactive “Liar’s Dice” game from Pirates of the Caribbean: Dead Man’s Chest. The Mall Tour features six to 14 interactive stations, which will showcase all aspects of the Blu-ray Disc technology. A special mini theater will host hourly live presentations on Blu-ray high-definition technology. To date, Disney has released such hits as Pirates of the Caribbean: The Curse of the Black Pearl, Pirates of the Caribbean: Dead Man’s Chest, The Guardian, The Prestige and many more on Blu-ray disc.

“Our goal with the Disney Magical Blu-ray Tour is to reach as many people as possible and to help educate the consumers across all demographics. Our presentations and demo areas will hold something of interest for everyone, from kids and their parents, to older adults and teens. Even early adopters won’t be disappointed with the first looks of the bonus materials that we’re rolling out for our future titles. Since high definition is for everyone, we made sure that the Tour elements reflected that as well,” said Chapek.

Disney’s Magical Blu-ray Tour will continue through 23 December, 2007. Cities on the tour include Canoga Park, Costa Mesa, San Diego, San Francisco, Portland, Seattle, Minneapolis, Chicago, St. Louis, Washington DC, Long Island, Boston, Philadelphia, Indianapolis, Atlanta, Houston, Austin, and Phoenix.