GlobeandMail.com is running a story that it may have cost Sony $400 million to convince Warner that Blu-ray is the better HD format. The website says analysts are throwing around this number, but no one knows how big of a push it really was.
Marketing experts quoted by the site suggest that Sony was determined not to suffer another Betamax disaster. “Sony was much smarter,” said Xavier Drèze, a marketing professor at the University of Pennsylvania’s Wharton business school. “They understood this time they couldn’t do it alone. They understood that they needed strategic partnerships with industry players.”