The North American HD DVD Promotional Group today announced HD DVD is significantly ahead in the dedicated consumer electronics player market with 60% of all high definition set-top players sold.

The company also said that high definition movie sales for HD DVD reached an all time high for the month of May, exceeding 75,000 movies the last week of May alone.

Toshiba added that consumers have purchased 150,000 dedicated HD DVD consumer electronics players which are holding a 4 to 1 movie attach rate over Blu-Ray. However, Toshiba apparently is not including sales of Sony's PlayStation 3, which has a Blu-ray player inside. Sony says more than one million PS3 consoles have been sold.

Toshiba said that its successive price drops in its HD DVD players resulted to a doubling in its weekly player sales in April when the price dropped from $499 to $399, doubled again during the first week of the latest promotion in late May, and increased again last week.

"Toshiba's latest promotional efforts are clearly resonating with consumers and showing that price is king when it comes to hardware," said Craig Kornblau, chairman of the North American HD DVD Promotional Group. "Behind the increase in sales for hardware and movies, you're seeing fundamentally lower manufacturing costs and ease of authoring for HD DVD. That's the type of model that can scale."