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A core group of Blu-ray Disc supporters including Twentieth Century Fox, Panasonic, Philips, Pioneer, Sony and Warner Bros, working with advertising and marketing agency, SicolaMartin, have produced a series of advertising and marketing initiatives to promote Blu-ray Disc during the holiday shopping season. In order to best demonstrate the benefits of Blu-ray, the group has produced a 30-second commercial shot for HDTV that debuted on November 17. This spot, along with broader placement in print and online media outlets, builds upon earlier advertising efforts directed at home-entertainment enthusiasts. "This kind of promotional effort is unprecedented," said Peter Staddon, executive vice president, marketing for Twentieth Century Fox Home Entertainment. "The fact that such a large group of industry heavyweights support Blu-ray Disc is good news for consumers who want to be assured that Blu-ray is the format of choice by industry leaders." 
