Publicly, Toshiba continues to support HD DVD and has often issued statements touting the value of the format, though when asked by The Hollywood Reporter in a recent interview, Jodi Sally, VP of marketing for Toshiba America Consumer Products, hinted that a change is coming:
"Given the market developments in the past month, Toshiba will continue to study the market impact and the value proposition for consumers, particularly in light of our recent price reductions on all HD DVD players."
Despite Toshiba’s recent efforts, including slashing the price of players by up to 50% (taking a substantial loss on each player sold) and a $2.7 million superbowl ad, Blu-ray is still clearly selling more content and players. Ultimately, it all comes down to studio and retailers’ support, so it’s hard to see what the HD DVD camp can do right now to stay alive. It seems like just a matter of time before Toshiba calls it quits.