As major Hollywood studios move over to Sony Corp’s Blu-Ray format high definition DVDs, Toshiba Corp shocked the market on Monday; announcing its desparing decision to cut its HD-DVD format players price between 40 to 50 percent.

The electronics company will launch the irresistible offer starting from January 13 in order to boost the market adoption by the mainstream consumers in their fight against Blu-Ray. Toshiba’s players will now range from as low as $149 to $399 for higher range of players.

The company too is stepping up its marketing drive; signing up more joint-venture with studios and on-going effort to give-away complimentary HD DVD titles with purchase of its HD DVD player.

Despite the marketing effort, Toshiba seemed breathing its last breathe when the biggest Hollywood studio’s Warner Bros. finally decided to exclusively support Blu-Ray. Analysts saw Warner Bros’ move as an end to the next-generation DVD war… with Toshiba losing hands-down

Sony Corps’s Blu-Ray is supported by News Corps, 20th Century Fox, Walt Disney Co and Lions Gate Entertainment Corp. A wild speculation too was made that Microsoft Corps’ Xbox 360 which initially complement HD DVD, will move to support Blu-Ray if consumers demand proves to side the techonology.

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