HD DVD shows its got a lot of life left in it.

The companies supporting HD DVD began spring marketing and retail campaigns in May, running in-cinema trailers to promote the HD DVD format. Playing to record-breaking crowds of consumers in front of some of the summer's biggest blockbusters, including Spiderman 3, the trailers are designed to educate consumers about the quality and value of HD DVD, and will play for four weeks. The trailers showcase the amazing audio and video quality, the stunning interactive features available only on HD DVD, and the incredible line-up of films already on the market.

According to National CineMedia, the number of impressions is expected to reach approximately 30 million viewers. The trailer will run across a network of 932 theaters and on 12,000 screens nationwide, including the top three movie theater chains Regal, AMC and Cinemark.

To augment the trailer campaign, Toshiba is offering a one month promotion for an instant, in-store rebate on select HD DVD players, bringing the price of some models down to an industry-first $299.99*. Beginning May 20th, 2007, consumers buying a Toshiba HD-A2 model player will receive an immediate $100 instant rebate in store, for an attractive price of $299.99*.

During the final week of the rebate period, from June 10th through June 16th, 2007, Toshiba will increase the incentive for consumers to enjoy high definition. Consumers can apply the $100 rebate to any Toshiba HD DVD player, resulting in prices of $299.99* for the HD-A2 or $399.99* for the HD-A20 models. Or consumers can buy any Toshiba HDTV 42" and over (measured diagonally) along with any Toshiba HD DVD player and receive an instant $200 rebate in store on the collective purchase.

Consumers who purchase any Toshiba HD DVD player can also get five HD DVD titles for free, choosing from a selection of 15 movies. This offer is available through July 31, 2007 and in conjunction with the previously listed promotion and rebate -- full offer details are available at www.toshibahddvd.com.

"HD DVD is an evolution of the DVD format into high definition, but the format offers much more, so educating consumers on the quality and new features is an important step as more households purchase high definition televisions," said Jodi Sally, vice president of marketing at Toshiba America Consumer Products. "We know that price is a powerful driver for consumers to adopt new technology, which is why our rebate promotion is a great incentive to bring cinema-quality, high definition movies into your home today."

The rebate will be available across a wide range of retailers, including Best Buy, Circuit City, HHGregg, Amazon.com and many others. The marketing and retail campaigns will also coincide with the Warner Home Video release of The Complete Matrix Trilogy and Letters from Iwo Jima, and the Paramount Home Entertainment release of Flags of Our Fathers on May 22nd, and will be supported by a multi-million dollar advertising campaign incorporating TV, online, newspaper, and radio.

*MSRP on Toshiba HD DVD Player models: (HD-A2) $399.99, (HD-A20) $499.99 and (HD-XA2) $799.99.

Evan Jacobs at Movieweb
Evan Jacobs