Adweek has an interesting article on the high-stakes war of words being waged between the Blu-ray and HD DVD camps. Both sides are stepping up their marketing efforts, and increasing their marketing spend, to win more converts to their formats.
“It’s now a real format war,” said Steve Martin, president of WPP Group’s SicolaMartin, Austin, Texas, the agency that handled the Blu-ray Disc Association (BDA) trade groupâ€”backed by Hitachi, LG Electronics, Matsushita Electric (Panasonic), Pioneer, Philips, Samsung, Sharp, Sony and Thomsonâ€”until last summer when the BDA jumped to movie-advertising specialty shop Trailer Park, Hollywood, Calif., signaling the marketing emphasis to come. “My feeling is that the power of the studios is so strong in the Blu-ray camp â€¦ it may be the decisive factor,” Martin said. “In any case, I would expect a significant increase in marketing. [HD-DVD promoter] Toshiba won’t go down without a fight. Once you’re all-in, you have to go all the way.”