Toshiba Drops HD DVD Player Prices, Increases Ad Campaign
Despite losing the support of Warner Bros., Toshiba America Consumer Products said it will increase its marketing campaign around HD DVD. The initiatives, including joint advertising campaigns with studios and extended pricing strategies, will begin the middle of this month, the company said.
Part of the pricing strategies includes dropping prices on HD DVD players in the U.S. market. Beginning January 13, the MSRP of the entry-model HD-A3 will be $149.99, the HD-A30, with 1080p output, $199.99, and the high-end HD-A35, $299.99. Non-Toshiba HD DVD players are presumably unaffected, unless they drop their prices in response. The prices for the players on Amazon.com meanwhile, are even lower than that.
“While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer,” said Yoshi Uchiyama, Group Vice President Digital A/V Group.