More than a year after the high-def format war ended Warner Bros has launched a new HD DVD trade-in program in the US that allows its HD DVD titles to be exchanged for the same film on Blu-ray for a small fee.
Called Red2Blu, it allows consumers to get the Blu-ray titles for USD $4.9 (USD $9.95 for boxsets), without needing to trade in the actual HD DVD discs, just the cover art (with UPC code) from the red HD DVD cases.