Friday, December 15, 2006

Damage calculator? How about a care calculator instead?

Have you picked up a copy of the new HD DVD "The Fast and the Furious: Tokyo Drift"?

Progressive Direct has done the math on just how much it cost to bust up all them cars in the Universal Studios Home Entertainment movie. You have to choose to turn the calculator labeled "Progressive Direct: Insurance Damage Estimates," but once you do you will be treated to a running total of damage estimates such as: "Roof repair: $209, taillights: $451, fender: $618."

This is the first in what Universal and other studios hope is a stream of branded interactive features on their new DVDs. The technology is possible because the new HD DVD formats have about six times as much data capacity as standard DVDs, giving extra space to the studios for not only high-definition video and enhanced audio, but also interactive features such as games, picture-in-picture commentaries and Web links. I'd like to see a movie that totals up what the value of care provided by a family caregiver is based on nurse wages: "Pill dispensing $350, late night bedding change $725, urinal empty and sanitation $1,526, unconditional love.... priceless." Oh wait, I got into MasterCard slogans there at the end, but you get the idea.

Fred Khoury, the marketing manager at Progressive Direct who worked on the project gets the idea, he said of the damage calculator: "This is meant to be fun. It provides us an opportunity to reach people in other ways. You can't run the same ads over and over."

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