Will this be the holiday season when the Blu-ray Disc format finally breaks through into the mainstream? If both electronics manufacturers and Hollywood studios have anything to say about it, it will.
According to the Los Angeles Times, a consortium from both industries is planning a $25 million marketing campaign, called "Tru Blu," aimed at promoting the technology to audiences for the holidays. The push coincides with the arrival of several high-profile releases, including Warner Bros.' Batman epic "The Dark Knight" and Pixar's "Wall-E."
The campaign will consist of TV commercials airing beginning this month on NFL telecasts, as well as Comedy Central, ESPN, the Discovery Channel and elsewhere.
Meanwhile, prices are set to begin dropping this holiday season for the technology, according to a study released this week by ABI Research.
According to the firm's Consumer Video Technologies Forecasts, the players are beginning to cross the $200 barrier, with some prices creeping down towards $150 as the holidays get closer.
