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Verizon Builds On EST With Lego Movie Promo

Verizon Communications, like Comcast, is hoping to give its electronic sell-through business an uplift using a campaign that plays up the early digital release of The Lego Movie.

Verizon is pitching a digital form of the hit flick four weeks before it is released on DVD and Blu-ray, and, through a promo that runs through June 16, is also offering buyers one free child’s ticket (with the purchase of one adult ticket) to either Legoland Parks (located in California and Florida) or Legoland Discovery Centers (in several cities, including Atlanta, Boston and Dallas, among them), estimating that it represents a value of up to $91.

Verizon’s EST service lets buyers playback titles on set-tops as well as a variety of connected devices, including iOS and Android smartphones and tablets, on Web browsers, and on select Samsung-made smart TVs and Blu-ray players. Comcast launched its offering last November, also allowing access to purchased titles on set-tops, as well as PC browsers, and iOS and Android devices.

Verizon noted recently that electronic sales have quadrupled since it launched its EST product in 2010.