DVD and Blu-Ray Sleeves

 This is a DVD sleeve for the film "The Silence Of The Lambs".  The sleeve features the front cover, side cover, and back cover. The front of the DVD features the original film poster, which includes the production logo, which is MGM. The stars (Anthony Hopkins and Jodie Foster) and the age rating. the side cover includes the title and a spine insert image. The spine also includes the DVD logo, which is the format that the disc plays on. The rating is also shown on the spine cover. However this is an Australian copy of the film so it does not feature the BBFC (British Board Film Classification) logo because it is sold outside of the UK.

Similarities and Differences

This is a Blu-Ray slip cover for the film "Dawn Of The Planet Of The Apes".  The slip cover is designed to protect the DVD or Blu-Ray from external damage. Eg: someone steps on it,  or the case becomes dirty or stained. This slip cover includes a reimangened poster for the Blu-Ray.

Theatrical poster (Left)

The original poster includes less imagery, this is because it wants to entice the audience, but not give too much of the story away. The release date is displayed to inform the audience. The theatrical poster is usually a harder cell that the home media cover because the studio needs to make a profit at the box office, where as the Blu-Ray wound't need to because the majority of the audience have already seen the film.
------------------------------------------------------------------------
The 5 Ps Of Marketing:

Product -Product is different to a film poster, it's a physical product instead of an event.
Price - Because a DVD or a Blu-Ray is a physical product which a consumer can watch multiple times the marketers can sell the product at a higher retail price.
Place - DVD/ Blu-Ray's are usually sold in supermarkets, record stores (such as HMV), and Online shopping websites like Amazon or Play.com.
People - Dvd's/Blu-ray's will appeal to people to have previously seen the film, so advertisers would pay newspapers and magazines to advertise the release date and price of their product. This product maybe advertised in speclist magazine catering to the film's genre.
Promotion - Actors will sometimes appear on a television talk show such as Jonathan Ross or Graham Norton to advertise the production, although this is most commonly used just before the film is released in cinemas. 

---------------------------------------------------------------
Audiences

The primary audience of the DVD/Blu-Ray are the previous viewers of the films theatrical release. An advertiser would need to remind their audience about their home media release date, so they can sell the product to them at full retail price.