"We've been declared dead before. And our HD DVD players have made some significant sales success for us in the past year. Market penetration of dedicated HD DVD players from all brands in the U.S. market, the in the North American market, have reached about a million units to date." Give us a scenario where HD DVD could still emerge as the dominant format here. Are you talking to other studios..trying to change Warner's mind? How do you accomplish this? "I'm going to answer that in a little bit different way. We're talking to our retailers. I've been in retail meetings back to back and retailers still want to offer consumers a choice." But the Consumer Electronics Association says the format battle has held back sales. Many film buffs faced with a dilemma...have simply been waiting for the war to end. Bloomberg Boot Camp, I'm Fred Fishkin.