New DVD Format War Heats Up Over the Summer

Authored by Jay Baage on July 12, 2006 - 7:56am.

The seven companies behind the “HD DVD” video format will launch a multimillion dollar promotional campaign to make sure consumers know the advantages of the new disc. Soon we will be seeing the campaign slogan "The Look and Sound of Perfect," on television, in print, online and on billboards.

Universal, Warner, Paramount, HP, Intel, Microsoft and Toshiba have formed the North American HD DVD Promotional Group. Together the companies are contributing a total amount of $150 million through the 2006 holiday season to promote the advantages of the new format

The group will carry out the HD DVD hardware and software promotion via major consumer media outlets, including television, print, online, and outdoor signs. The campaign will also include an 18-wheeler called the "HD DVD Mobile Experience," which hits the road this summer as part of the nationwide publicity campaign.
So far, however, there are only a few movies available on HD DVD and Toshiba is the sole supplier of players, with two models on the market, one with a price tag of $499 and another at $799, according to the blog EETimes.