With the format war over Amazon.com has cut the prices of films on Blu-ray and HD DVD.

Some films are down to $14.95 on Blu-ray and $8.95 on HD DVD, including Underworld and Black Hawk Down.

Following Toshiba’s withdrawal from the HD DVD market retailers have been keen to clear remaining stock of the defeated format.

They have also been trying to attract those consumers who were waiting to see which format would emerge victorious before purchasing a high-definition player.

Unfortunately for them the New York Times News Service has reported the war may soon be restarted as another party is about to enter the market.

New Medium is behind the format, called HD VMD, which will undercut Blu-ray when launched on Amazon.com in the coming weeks.

The company’s chairman is Michael Jay Solomon, one of Hollywood's best-known film distributors but currently demand for the format is stronger in China, India and Spain.

Although comparisons with the recently ended format war are inevitable, New Medium does not regard itself as being in competition with Blu-ray.

Shirly Levich, New Medium's vice president, said: “We shall not rekindle the format war.”