Warner Bros unveiled the 'Red2Blu' program, where owners of movies in HD DVD discs can buy Blu-ray versions of the same movie titles for just $4.95.

Owners of WB HD DVD releases can visit the Red2Blu web site at http://www.red2blu.com, select the Warner Bros. HD DVDs they want to upgrade to Blu-ray and mail the original HD DVD cover art to the company's processing center. Within 4 to 5 weeks, consumers will receive their new Blu-ray discs of the same movie titles.

Consumers may only upgrade to the same movie on Blu-ray, and each household can order up to 25 different movies. In addition, the program only ships to the Continental US, Hawaii, Alaska, and Puerto Rico. Flat fee shipping and handling is $6.95 on the entire order shipped within the Continental US. The fee is $8.95 in Hawaii, Alaska, and Puerto Rico.

Warner also unveiled the 'WarnerBlu Get 5 Get 1 Free' loyalty program, where consumers will receive a free Blu-ray movie for every five featured titles they buy through April 6, 2010. People must register at the studio site, www.Warnerblu.com/rewards, to sign up for the program.