I think movie studios are interested in the money returns HDDVD will give them. At first it'll cost less to manufacture, and because the strong possibility that HDDVD will be inadequate in the next 10 years, they'll get to sell their collection movie box sets AGAIN.
If BR makes it, I think it has the potential to keep the market for 20 years. It'll fully maximize HD picture, and how often do we change TV format standards?