Why are HD movies so expensive?

[Mattk]

I dont have a blu ray or hddvd player but was wondering why movies in these formats are so expensive.They seem to be about �10 more than standard dvd's and I cant see an obvious reason why.
I may be wrong here but movies are in hd format anyway and surely take more time to convert or shrink down to standard dvd size than they do to place on hd format discs so shouldnt they theoretically be less expensive?
i know the media itself is more expensive but call me an old cynic but it just seems another case of the public being duped.

[meredith101]

Marketing. Your target market is an 'early adopter' of HD hardware, when there are plenty of cheaper similar substitutes on the market, ergo these people have plenty of disposable cash, ergo you charge them more for it. No matter how much it costs to make. Marketing exists because cost and price are not yoked.