Like a boxer trying to regain the momentum after a volley of body blows, Toshiba is making efforts to rally the HD high-definition DVD alliance. In the past few days, it has dropped the regular price on several HD players, continued a promotion of free movies, and reportedly will increase its marketing campaign.

The entry level HD-A3 player, with 1080i, is now priced less than $135 on Amazon, compared with the $300 price tag of the least expensive Blu-ray standalone player. The HD-A30, with 1080p output, is now as low as $180, and had been about $400 until recently. The increased marketing will include television, print and online media campaigns, as well as a phone line to reply questions about the HD format.

Paramount, Universal Vacillating?

The moves follow last week’s Consumer Electronic Show in Las Vegas, where Warner Bros.’ recent decision to side with the competing Blu-ray format led many observers to say the format war was,

Paramount and Universal Studios still back the HD format, but their allegiance may be wavering. There were reports last week that Paramount was ready to jump ship for Blu-ray as well, although the studio has issued a denial, and Daily Variety reported that “Universal’s commitment to backing HD DVD exclusivity has ended.” Sony, Disney, Fox and Lionsgate already back Blu-ray.

Some observers are lamenting the way the format war has played out. Industry observer Don Lindich for instance, had been recommending HD DVD as the best format for consumers. He reported on Saturday that Warner’s decision, which has been seen as the tipping point, came after the studio decided the format war couldn’t continue, considering consumer confusion was hurting not only HD DVD sales but regular DVD sales as well.

Which Is Better?

Lindich wrote that Warner had given Toshiba an opportunity to flip a…

Orginal post by Top Tech News