"Toshiba signed a deal last week with Chinese hardware producers to embed the HD DVD technology in various devices that will be launched on the market next year. Toshiba's move will probably not outrun Blu-Ray’s popularity because Sony will embed in every PlayStation 3 gaming console the capability to read these discs.

It is estimated that Sony PlayStation 3 will be launched on the market with a price between US$300 and US$400, sales for 2006 reaching up to 20 million units. So we can say that Sony will launch a subsidized Blu-Ray Player.

Big studios like Warner and Paramount joined Sony and when over 20 million of the so called Blu-Ray players will be on the market, companies will have to launch products for this kind of media.

Also, Sony owns the Columbia TriStar studios and the MGM library, being capable of launching many success titles on the Blu-Ray format. A good example is “Star Wars Episode III: Revenge of the Sith” which was shot using high def Sony cameras, testing the 4k (4096X2160) resolution. This next generation resolution can be viewed almost at its full splendor only on some SXRD-based 1080p digital displays." [link]