Hellburner writes "Hoping to stop the inevitable, Toshiba has slashed the price of entry-level HD DVD players to $150 — down from the previous $300. 'It's a half-empty, half-full moment for retailers, who could see a sales boost at the same time that some may be faced with price matching from holiday sales ... The theory: play up the acceptance by consumers who have already paid for HD DVD versus those who get it with something else like a gaming console, get more players out there--and dare studios to ignore those consumers. In addition to the sales cuts, Toshiba will launch major initiatives, including joint advertising campaigns with studios.'"

Read more of this story at Slashdot.

Hellburner writes "Hoping to stop the inevitable, Toshiba has slashed the price of entry-level HD DVD players to $150 — down from the previous $300. 'It's a half-empty, half-full moment for retailers, who could see a sales boost at the same time that some may be faced with price matching from holiday sales ... The theory: play up the acceptance by consumers who have already paid for HD DVD versus those who get it with something else like a gaming console, get more players out there--and dare studios to ignore those consumers. In addition to the sales cuts, Toshiba will launch major initiatives, including joint advertising campaigns with studios.'"

Read more of this story at Slashdot.

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