Samsung and Sony are going head to head with new in-store entertainment shops at hundreds of Best Buy locations nationwide.
Samsung will launch 500 Samsung Entertainment Experience areas at Best Buy stores, while Sony will open 350 Sony Experience at Best Buy shops.
Last year, Samsung opened hundreds of mini-shops inside U.S. Best Buy stores that focused on the brand's smartphones, tablets, laptops, cameras and accessories. The latest iteration is driven by home theater offerings.
In particular, the new shops will highlight Samsung's latest line of televisions, including its selection of curved ultra-high-definition TVs, and home audio products.
The Samsung Entertainment Experience will be staffed by Samsung-trained Best Buy retail associates.
"We understand the importance of the product experience in stores and will continue to work with our retail partners to showcase next-generation technologies through effective merchandising solutions," said Tim Baxter, president of Samsung Electronics America.
Not to be outdone, Sony says its Experience at Best Buy shop-in-shops will provide customers with interactive demonstration areas and dedicated Sony Experience Experts. It, too, will be heavily touting UHD television sets, also known as 4K.
Mike Fasulo, president and chief operating officer of Sony Electronics, said the shops would be an "ideal place to inspire, engage and educate consumers" about the brands home theater products.