HD

The HD DVD disc is designed to be the successor to the DVD format by its capacity to accommodate high-definition video. Its unique ability to do so is done by its use of a 405 nm blue-violet laser which allows more information to be stored digitally in the same amount of physical space. In comparison to Blu-ray Disc, which also uses a blue laser, HD DVD has less information capacity per layer (15 gigabytes instead of 25). HD DVD shares the same basic disc structure as a standard DVD: back-to-back bonding of two 0.6 mm thick, 120 mm diameter substrates. The 30 GB dual-layer HD DVDs have been used on nearly every movie released in this format.

Compatibility

Backward compatibility will be available with all HD DVD players, allowing consumers to have a single drive in their homes to play both HD DVD and DVD discs. There is also a hybrid HD DVD which contains both DVD and HD DVD versions of the same movie on a single disc, providing smoother transition for the studios in terms of publishing movies, and letting consumers with only DVD drives still use the discs. DVD disc replication companies can continue using their current production equipment with only minor alterations when changing over to the format of HD DVD replication. Due to the structure of the single-lens optical head, both red and blue laser diodes can be used in smaller, more compact HD DVD players.

The first HD DVD titles released on April 18, 2006 were The Last Samurai, Million Dollar Baby, The Phantom of the Opera by Warner Home Video; and Serenity by Universal Studios. To date, 125 titles have been released worldwide, 88 in the United States and 37 in Japan.

Marketing

A $150 million dollar advertising campaign is being planned for the HD DVD. The campaign is being handled by Goodby Silverstein & Partners, the same agency that created the "Got Milk?" campaign.

The campaign will encompass all media: Print, Internet, television, and other outlets. All advertising will boast the tagline "The Look and Sound of Perfect." A new Web site was also launched on July 11, 2006, which touts the HD DVD's superior video and audio capabilities and includes trailers of HD DVD movies.