The Blu-ray Disc Association is going for HD DVD’s throat with a new promotion announced this week that will give purchasers of new Blu-ray players five free Blu-ray movies. Any Blu-ray player is eligible, including the Sony PS3. The promotion begins July 1 in the US, and lasts through the summer until September 30.

The five movies will come from a list of 21 titles, including choices like Pearl Harbor, Black Rain, Underworld, and Transporter 2.