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Fry’s Electronics Goes Filipino
4/5/2004
April 5, 2004
Las Vegas, Nevada
Fry’s Electronics Goes Filipino
This is great news for the Philippine Film Industry! Finally, negotiations between retail giant, Fry’s Electronics, and Filipino-owned RMF Entertainment LLC. for the distribution in the U.S of Filipino films and music ended with the signing of a supply contract. Initial deliveries started on March 17, 2004, which included notable films Milan starring Claudine Barreto and Piolo Pascual and the super comedy Fantastic Man top-billed by Vic Sotto. Before this sees print, Filipino films will have been prominently displayed in Fry’s stores.
Silently working behind the scenes, RMF Entertainment LLC., a Las Vegas-based Filipino enterprise, initiated the bold move – mass distribution of Filipino DVD films via Fry’s Electronics, an American giant in the retail business with 28 existing chain of stores across the western part of the US. Another 3 are soon to be opened, making a total of 31 outlets before the year is over. For the first time, Filipino movies are made available in American stores. At the moment, and not to be left behind, Filipino music in CD and Videoke formats is also under consideration by the partnership.
Fry’s Electronics and RMF Entertainment LLC. recently inked a contract for the marketing of Filipino movies. For starters, Fry’s requested for each store at least 10 copies each of selected 25 titles covering all genres (drama, action, comedy, adult, etc.) that will be promoted in the campaign. Nothing of this sort has ever been attempted before by any Filipino interest. But there’s always a beginning and, hopefully, this is the start of something big.
RMF Entertainment LLC. has long recognized the problem besetting the industry: lack of effective distribution for Philippine movies. A unofficial nationwide random survey revealed that Filipino films were traditionally marketed through Filipino-owned delis, with the sprinkling participation of a very few Chinese grocery stores. This type of marketing strategy severely restricted the sale of Filipino-made movies due to the fact that these stores are averse to risks and purchase no more than a few copies. Lack of promotion is an aggravation that hinders sales.
Fry’s Electronics runs a chain of large stores from Northern California, in Sunnyvale where it was born, to Southern California all through Arizona, Nevada, Oregon, Texas, Washington and Ohio. The extent of its market is so huge that anything displayed for sale in its outlets is almost certain of hitting it big. Getting into Fry’s distribution system already gets half the job done. The other half is making sure you have a quality product.
What makes Fry’s Electronics an ideal vehicle for marketing a product is the attention it dedicates to the advertising and promotion aspects of distribution. It runs its own newsletter, prints its own leaflets, and maintains its own website where products are endlessly promoted. Aside from direct shopping, it also provides other convenient services such as online shopping and telephone sale. With its entry as distributor, Philippine movies are assured of wide exposure in the American market.
In view of this huge but rare opportunity, RMF Entertainment LLC. is hoping that it will muster the support of the Philippine movie industry in terms of quality pictures, technical and material support, and personal appearance of stars during the promotion of their movies. RMF Entertainment LLC. expressed optimism and support for this deal of a lifetime. In the near future, they will solicit the assistance of showbiz personalities and help push for the total support of the industry for the successful implementation of the Fry’s–RMF Entertainment LLC. agreement.
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Test PR
7/30/2004
This is a test PR
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