As you've been able to see from our articles on the subject of Blu-ray, it would seem that this advanced optical disc format is still far from having achieved the level of mainstream success its supporters had hoped for up until this point. Of course, more and more people decide to give BD a go, especially those who also purchase brand-new HDTVs, but the rate of adoption doesn't make it particularly profitable.

For this reason, Warner Bros. has just started a fairly interesting campaign, which allows users to trade in one's old collection of HD-DVD titles with the same movies (as long as they're released by Warner Bros. itself, not other studios), but this time in Blu-ray format. Carried out under the “Red2Blue” motto (that's also the name of the website providing more information on this issue), this move by Warner Bros. is probably aimed at convincing more people to stop regretting the choice made when they coughed up quite a hefty amount of money on an HD-DVD player that's nothing more than an overpriced DVD player right now.

The rules of this promotion are fairly simple. Hence, customers who want to benefit from it will have to first select online the HD-DVD titles they want to upgrade to Blu-ray (however, they're limited to 1 copy per title). Then, they'll have to send by mail (classic mail, not e-mail) the original cover art of the respective HD-DVD title (no copies are allowed) to Warner Bros.' processing center.

Then, after paying 5 bucks per title (in order to cover the shipping and handling costs), customers will have to wait for around four to five weeks in order to get the respective titles in Blu-ray format.

Of course, there are some limitations to this interesting offering, related mostly to the number of HD DVDs one will be able to exchange, which is of 25 different movies per household. It's not a lot, but it's enough to get the Blu-ray party started for previous HD-DVD early adopters.


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