Sony's Blu-Ray high-definition format may have won the format war, but that doesn't mean they're relaxing by any means. According to Video Business the studio has announced new marketing iniatives to broaden their consumer base.

"We need to spend very little time congratulating ourselves on winning the format war. I think the worst thing the industry can do is rest on its laurels," Sony Pictures Home Entertainment president David Bishop said. "Going forward, the messaging will be that Blu-ray is the best possible experience. It's six times superior in picture quality to [standard] DVD. And it's just the flat-out best high-def experience when compared to cable or satellite."

The studio will be launching new HDTV/Playstation 3 demo displays at 1,000 Blockbuster stores, which will screen new Blu-Ray films and demonstrate the perks of going high-def. The displays will be in stores within the next few months.

Sony is also talking about lining up several prominent film directors to hold Q&A forums discussing their experiences with BD.

"In order to get consumers on board on a broad level, to have directors that are well-known [approve BD] will add validation to the format," said Bishop.

It was also announced that Sony is planning to release more than 100 films in the Blu-Ray format in 2008 alone. The studio has released 93 titles to date since the Blu-Ray format was launched in 2006. Such titles that will go Blu include The Other Boleyn Girl with Natalie Portman and the upcoming theatrical releases Hancock with Will Smith and You Don't Mess with the Zohan with Adam Sandler.

"In some respects, the [format war] ended a bit quicker than anticipated," Bishop said. "I didn't think we'd be sitting here in February and see that it was completely over. The early indications for Blu-ray are really positive. ... Consumers are going to want to see these movies in a way they've never seen them before, and we are going to continue to feed that."