If we are to believe a certain rumor floating around, it seems the $3 million dollars Toshiba slapped down on an HD-DVD advertisement during the Super Bowl was all for naught. Citing unnamed “reliable” industry sources, The Hollywood Reporter is making the bold claim that Toshiba is ready to drop the axe on its HD-DVD format within the coming weeks.

Sources say that a combination of retail defections following Warner’s decision to exclusively back the Blu-ray format and the losses sustained on each player sold has prompted Toshiba to dump the format entirely.

Toshiba to drop HD DVD, sources say [The Hollywood Reporter]

Read more: Toshiba Secures 3 Million Dollar Super Bowl HD-DVD Ad, HD-DVD Is Dead, Toshiba Shutting Down Manufacturing Facilities, Netflix Dumping HD-DVD By Year’s End, Universal’s HD-DVD Exclusivity Agreement Expires, Microsoft Issues Statement Regarding HD-DVD Support