Warner Bros. said Friday is will support the Blu-Ray format exclusively. Previously, Warner Bros. had been seen as a neutral party, releasing movies in both the Blu-Ray and HD DVD formats. According to Warner Bros., the shift is due to "consumer demand". Warner Bros. will continue to release movies in both formats until the end of May. Some pundits are predicting this signals the end of the format war and say HD DVD days are numbered and its lifetime can be measured in a matter days, weeks at the outside. "Warner Bros.' move to exclusively release in the Blu-ray disc format is a strategic decision focused on the long term and the most direct way to give consumers what they want," said Barry Meyer, chairman and chief executive of Warner, in a statement.