"Strategic reduction" sees prices drop to $399
Toshiba has slashed the price of its HD-DVD players in the US, effective immediately, in a move it labelled a "strategic reduction."
The manufacturer is dropping prices of its entire HD-DVD line of players, with the entry level HD-A2 reduced to USD 399 (EUR 299 / GBP 203) and the newly released HD-A20 model coming to market at USD 499 (EUR 374 / GBP 254).
The HD-DVD format features in Microsoft's Xbox 360 console while Sony's rival Blu-ray format is a key element of the PlayStation 3.
Supporters of the HD-DVD format, including Warner, Paramount and Eagle Rock have welcomed the move.
"The spring is ramping up well for HD-DVD, with an incredible list of movies and the best priced hardware on the market," commented Ken Graffeo, executive VP of marketing at Universal Studios Home Entertainment.