According to a press release, this will cost Best Buy over $10 million. Eligible customers will be those who purchased an HD-DVD player from one of Best Buy's U.S. stores before February 23, 2008.
In the press release, Barry Judge, chief marketing officer for Best Buy said:
"The beauty of this offer is that it doesn’t require our customers to give up their HD-DVD player. We know that many people who purchased these players have HD-DVD movies that they would like to continue to watch. We’re telling our customers they can keep their players to play these movies as well as their older DVDs and use the $50 to treat themselves to anything else in our stores."Well, yeah, whatever you say.
According to Best Buy, most customers won't need to do anything. But it does mention in the press release that Best Buy Reward Zone program members will be among the first to get the cards (by May 1) - hint, hint.
Otherwise, if you're afraid you might be passed over, you can call (888) BEST-BUY to receive your gift cards with proof-of-purchase via a credit card or your Best Buy receipt.