Microsoft on Thursday said it would trim the price of an HD DVD player add-on for its Xbox 360 video game console and give away movies with the player, in a bid to support the format.

The move comes one day after Target Corp. confirmed that it will promote the rival Blu-ray format for high-definition DVDs this holiday season, following a similar move by rental giant Blockbuster Corp.

Microsoft trimmed the price of the player to $179 from $199, and said it will add five free movies for buyers between Aug. 1 and Sept. 30.

Most Hollywood studios are releasing films either in Blu-ray only or together with HD DVD. Only Universal Studios, a unit of General Electric, is releasing exclusively in HD DVD.