In this paper, we present our H.264 Blu-ray watermarking framework which operates at bit stream level and preserves the length of the underlying bit stream. Apart from a description of our watermark embedding and detection (and synchronisation) approaches, we discuss the embedding capacity for different exemplary Blu-ray disks based on their bit stream characteristics as well as the robustness of our watermark to H.264 transcoding and resizing. Furthermore, we assess the parallelizability of our embedding approach and the impact of different hard drive configurations on the overall embedding speed, showing that low access times are as relevant as high transfer rates when maximum speedup through parallelization is desired. Lastly, this paper provides a discussion on a variety of design choices and practical issues which arise when designing an industry-level watermarking framework.