In the US this month, the companies supporting HD DVD began spring marketing and retail campaigns, running in-cinema trailers to promote the HD DVD format. Toshiba is also 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 20 May, consumers buying a Toshiba HD-A2 model player will receive an immediate $100 instant rebate in store, bringing the price down to $299.99. During the final week of the rebate period, from 10 to 16 June, to increase the incentive, 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 HDTV screen 42" and over along with any Toshiba HD DVD player and receive an instant $200 rebate in store on the collective purchase.

Consumers who purchase any of the company's HD DVD player can also get five HD DVD titles for free, choosing from a selection of 15 movies, including Seabiscuit, Casablanca, Lara Croft: Tomb Raider, The Perfect Storm, and Blazing Saddles. This offer is available through 31 July

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 22 May.

Story filed 17.05.07