"MERCURY RISING" GRABS ATTENTION WITH HOLOGRAPHIC PACKAGING

When Bruce Willis stars in a video you know it’s going to be packed with action. That in itself can make for a successful video release. However, check out the packaging for Universal Studios’ fall video release “Mercury Rising”. It is done with an attention getting, highly visibility DVD case and video sleeve that makes it really standout on the shelf. This is exactly what the studio and the star want when competing with dozens of other new rental and retail releases.

The technique employed to produce the video sleeve combines the best of the traditional with the latest in material innovation. It is four color process graphics printed over a custom holographic pattern paperboard. The design allows for the beauty of fine offset printing in a subtle combination with the dramatic effects of a holographic background. Shorewood Packaging and Holo-Source Corporation collaborated to produce this winner. The two companies have been working together since 1989 to perfect the integration of holographic film laminated paperboard with great graphic design and printing processes.

 For this particular project, Holo-Source produced a custom diagonal “Hyper-ActiveTM Rainbow” pattern micro- embossed 57" wide on an 80 gauge metallized polypropylene film. The film was then laminated to an 18 point SBS paperboard. In turn, this roll stock was precision sheeted in register to the holographic imagery in order to accommodate seamless printing of nine-up video sleeves on 28" x 36" sheets. For the printing, Shorewood selected one of their Toronto plants equipped with 28" x 40" offset presses. The graphics called for a single application of white for establishing the level of opacity in certain of the four color process areas. 

Shorewood’s Vice-President of Corporate Creative Services, Duncan Watson, said, “We have learned during the pre-press how to manipulate the art so that the principal areas of opaque graphics marry well with any transparent printed areas. The result is a highly attention getting product package.”    

Speaking on behalf of Holo-Source, Rob Levy, Vice-President commented. “We were able to apply our over 10 years experience in producing registered holographic sheet materials in recommending to Shorewood the most suitable converting approach. From holographic pattern mastering through the manufacturing of laminated sheets, we produced uniquely engineered, cost effective, easy to convert materials.”  “Even well known brands have to fight for recognition and buyer impulse,” observes Lee Lacey, CEO of Holo-Source. “Helping our clients conquer the challenge of making their products stand out among a sea of competitors has become easy with HYPER-ACTIVE holographic packaging. Many times, a more attention getting holographic element in a package may be all it takes to improve market share."

Video Box Success Story

Video Box

DVD Case