Samsung wanted to introduce its newest BlueRay Player to a niche target audience--movie connoisseurs. Research also showed that these movie enthusiasts went to the theater more often than the average theater goer. Whether at home or in a theater, the target wanted the best view in the house. Samsung partnered with Landmark Cinemas to create the idea of the "Blue Seat," the best seat in the house. Certain chairs in Landmark Theaters were designated as "Blue Seats," complete with the Samsung logo and, of course, colored in Samsung blue. This was all to reinforce the idea that Samsung BlueRay Players were superior to its competition. 

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