HD DVD Turns Up The Heat with 'The Look and Sound of Perfect' Marketing Campaign. Leading Content, Consumer Electronics and Information Technology Companies Unveil New HD DVD Marketing Organization and Multi-Million Dollar Advertising and Publicity Campaign. The group and its member companies plan to back the campaign with an anticipated $150M in trade and consumer marketing, advertising and promotion through the 2006 Holiday season and into 2007.

"Following this spring's market introduction, we're now adding advertising and marketing muscle to HD DVD to demonstrate our full commitment to bring consumers the best in high definition entertainment," said Craig Kornblau, President of Universal Studios Home Entertainment. "Surveys are showing that HD DVD is already the #1 recognized brand name for high definition packaged media. In addition, the continued support from Hollywood, CE and IT industries will make HD DVD a true win for consumers this Holiday season."

Source: Yahoo!