In the battle for the next-gen HD format it appears that the Blu Ray camp is gaining a slight lead in front of its HD DVD rival, despite the fact that most customers are quite unaware of the fierce battle for supremacy.
"We are starting to see the pendulum swing slowly in [Blu-ray's] direction," says analyst Chris Roden, from Parks Associates. "Recent retail developments, support from major Hollywood studios, and inclusion of the format in the PlayStation 3 puts the Blu-ray format in the lead."
Both Blockbuster and Target have both recently declared their support for Blu-ray. Blockbuster will exclusively offer Blu-ray rentals at 85% of its stores, while Target will only sell Blu-ray players at least through the holiday shopping season. Blockbuster motivated its decision by citing customers' overwhelming demand for Blu Ray.