Let's just say last week was a bad one for HD DVD. Warner leapt into the Blu-ray camp, leaving just Paramount and Universal on board. Microsoft contemplated a Blu-ray Xbox 360. Then the HD DVD group had to cancel its CES party in Vegas, while Sony and the Blu-ray boys popped champagne corks and broke out the cigars next door.
Time for HD DVD to throw in the towel? Not a bit of it. The format's main champion, Toshiba, came out fighting today, announcing swift price cuts in the US. Players now start at a tiny $150 (£77), complete with five free discs. Cue also a massive hearts and minds ad campaign focusing on HD DVD's price and DVD-handling benefits.
'What about us?' we hear you cry. Don't fret – the UK's not been forgotten. Toshiba's HD-EP30 player (pictured) has just had another £20 shaved off the price to fall to a pocket-money £180 at Amazon and Tesco, with seven (yes, seven) free films: two in the box ready to spin; five more when you post back a claim form. Titles include Hulk, Troy and Full Metal Jacket.
The start of a glorious comeback, or the final clearing of stock before the HD DVD wheels come off? You decide.
On sale: Now