Electronics manufacturers and retail chains are slashing prices of Blu-ray players in a bid to boost adoption of the high-definition movie format, which has yet to catch on with American consumers.
Entry-level Blu-ray players have dropped to below $230 at major retailers including Target Corp., Wal-Mart Stores Inc. and Best Buy Co. Some experts predict that promotional prices may fall below $150 on Black Friday, the big shopping day after Thanksgiving.
Earlier this year, most Blu-ray players retailed for $400 or so.
Sales picked up at Best Buy after prices were cut, said Mike Mohan, Best Buy's senior vice president of consumer electronics.
Still, he said, some consumers may not understand the benefits of the technology, which can offer crisper images than standard DVDs when viewed on high-definition TVs.
"We have a job to do in explaining to customers why Blu-ray is important," Mr. Mohan said.