In an effort to exceed the 2 million player mark sold to customers by the end of this year, four Hollywood studios and four hardware manufactures join forces to help pushing the technology into people’s homes.

Artisan, Columbia TriStar, New Line and Warner Home Video today announced that they have agreed to the first-ever multi-studio DVD promotion, associating Philips, Panasonic, Sony and Toshiba in a two-month marketing campaign beginning April 30. This campaign features $10 million in consumer advertising, including national television spots and print in leading magazines.

The promotion also offers five free movies with the purchase of one of 35 DVD players made by the four manufacturers.