The first HD-DVD players and films have finally tipped up on store shelves this morning.
$499 and $799 players from Toshiba, as well as four movies, are now available to buy across the US. The four titles are Joss Whedon's cult hit Serenity
, Clint Eastwood's Million Dollar Baby
, Tom Cruise epic The Last Samurai
and musical-turned-film Phantom of the Opera
No news yet on whether players and titles are getting anywhere close to selling out, but it seems perhaps unlikely - the technology is not expected to be as fast a take-off as DVD was.
Blu-Ray is still a month away, with the first players and titles from the Sony-backed format due to arrive late next month.
Prices are less than were feared, with new titles appearing on the shelves at Best Buy, according to reports, for $24.99. However, that's a long way from the DVD prices of the titles in question, which are in the region of $10-15.
As far as we know there's no official launch date for HD-DVD in the UK, with players and films expected to trickle in very soon, and importers, of course, already working their wiley ways to get hold of kit from the US early.
So, it's finally here. Have you made the plunge? Let us know if you've picked up a HD-DVD player, or if you plan to, over in the forums.