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 It's been noted that Target, the fifth largest retailer in the US, has been reserving twice as much space for Blu-ray movies on their shelves than those on the HD DVD format. Some believe it's just a temporary move but the Blu-ray camp believes that this will have a solid impact on the format war.
Target execs have expressed their desire to stick to one format before, and this may prove to be the start of that initiative. Their choice on going with Blu-ray may just be out of practicality because it's outselling HD DVD two to one. However, with Paramount and DreamWorks going HD DVD exclusive - Paramount will remain so for at least a year - the tide may still turn.
Andy Parsons, chair of promotions of the Blu-ray Disc Assn. believes that with Target displaying more Blu-ray titles, consumers at large would definitely feel the impact:
You’re going to get a clear message when you see more Blu-ray than HD DVD, and you’re going to think something is up. The message to the consumer is that one of these [formats] is dominating. You’ll go with the masses and pick titles from the one that is likely to win.
Alan Bell, executive VP at Paramount Pictures, believes that Target's decision to display more Blu-ray movies was just a move to satisfy their wariness of the format war, as most consumers are, saying:
For a retailer to make a decision on shelving, it’s a very flexible decision. The most notable observation is that it’s 24 versus 12—[Target] is mostly standing back, as consumers still are to some degree. Retail might be shifting inventory around, but at some point, there
could be diminishing returns” as the format war evolves further. I think HD DVD has the goods.
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