Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) is planning a major event for the launch of the BlackBerry Z10 in the U.S. The handset maker sent invitations for the event out today. Preorders for the BlackBerry Z10 on the AT&T Inc. (NYSE:T) network in the U.S. started earlier this week, and the device will be available the day after the big unveiling. It will be priced at $199 in the U.S. and rolled out to other carriers in the nation over the next month or so.


The big U.S. launch event is scheduled for March 21 in New York and will feature a few big-name performers. DJ Z-Trip, Young the Giant and Janelle Monae are all scheduled to perform, according to CNET.

Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB)’s big U.S. launch event comes exactly one week after Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930)’s big unveiling of the Galaxy S4. However, the struggling BlackBerry maker obviously needs to make a much bigger impression if it’s going to convince buyers to opt for the BlackBerry Z10 instead of the Galaxy S4. That may be why it’s bringing in such big names to perform for the event. The company is obviously thinking more in terms of a party than just your basic launch event.

Speculation on the release of the Galaxy S4 is one to two months, which means Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) will beat Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) to the punch in terms of releasing its next device—at least on the first carrier to support it. But will the company be able to convince consumers to buy the BlackBerry Z10 now instead of waiting until the Galaxy S4 becomes available? Competition will be heated over the next couple of months as BlackBerry completes its rollout and the Galaxy S4 becomes available.

Shares of Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) are down almost 3 percent at the NASDAQ and a little over 2 percent at the Toronto Stock Exchange in Thursday afternoon trading.

Shares of the company’s stock jumped on Wednesday after someone placed an order for 1 million BlackBerry devices. The company said that was the largest order in its history but declined to reveal which model of BlackBerry device was ordered.