The UK and Ireland arm of Walt Disney Studios Home Entertainment (WDSHE) announced this week that it had restructured its business to offer a more "co-ordinated and consolidated" sales approach to supermarkets and improve the layout of the home entertainment fixture in-store.
The key change is that WDSHE will now inform retailers of news of DVD launches and new Disney merchandise 24 months before release previously multiples have only had a six-month lead time.
"This will give retailers the opportunity to reach a stronger level of certainty about future plans in terms of store layout, cross-category promotions and availability," said WDSHE sales director Phillippe Roucoule.
However, he claimed that retailers had to change their approach to selling DVDs and Blu-ray to realise the £150m sales next year.
"What retailers have to do is be more selective about how they allocate space in store to DVDs and Blu-ray. They must accept that rate of sale of the more expensive Blu-ray discs is not as fast as DVD but they are a huge opportunity to increase sales value."
WDSHE is also offering to provide stores with bespoke home entertainment units that it will update throughout the year with point-of-sale material. The scheme called Disney Shop was revealed to supermarket buyers at a trade briefing this week.
Roucoule said the consumer appeal of Disney's forthcoming releases over 2010 including Toy Story 3 would also help boost sales.
"People forget the huge value home entertainment brings to supermarket sales. All of the DVD, clothing and food merchandise that comes with our Princess movie franchise, which encompasses Mulan, Sleeping Beauty and Beauty and the Beast, is predicted to be worth £130m in sales over the next 12 months. It is a massive opportunity," he said.