Though Paramount Pictures has denied reports that it plans to abandon the next-generation DVD format, news of an escape clause in its HD DVD contract allowing it to release films on Blu-ray has the industry wondering aloud about the format’s continued viability.

And for good reason. Earlier this week Universal’s HD DVD-exclusive contract ended. And last Friday, on the eve of the Consumer Electronics Show, Warner Bros. stunned the industry by announcing plans to end support of the format entirely in June. “[That] maybe the pivotal event that resolves the format war,” said Thomas Coughlin of Coughlin Associates. “It certainly changes the rules and the playing field. I think everyone is trying to reassess what this means–including the HD DVD guys. [If Blu-ray does come out on top] it would be poetic justice after the Betamax vs. VHS war. That time, Sony lost.”

But is it truly the format’s death knell? Ovum analyst Carl Gressum says no. “There is a lot of speculation whether this is the end of HD DVD,” he said. “It is not, but we are getting dangerously close to a ‘chapter 11’ for the group. If the other supporting studios now decide to drop HD DVD, the situation will turn dire, and HD DVD could become more of a replacement to DVD on the PC client than as a movie-distribution playback format.”

UPDATE: Universal Pictures flatly denies it’s abandoning the HD DVD format. Said Ken Graffeo, executive vice president of HD strategic marketing for Universal Studios Home Entertainment, “Contrary to unsubstantiated rumors from unnamed sources, Universal’s current plan is to continue to support the HD DVD format.”

Sony wants me to publish my films on HD DVD.”

–Joone, founder of adult-entertainment company Digital Playground

If history is any guide, the victor in the battle over the next-generation DVD optical-media standard won’t be determined by the Hollywood studios, but by performers with names like Flick Shagwell and Wendy Whoppers. The adult-entertainment industry, after all, is widely credited with tipping the balance of the videotape format war in favor of VHS, giving it the critical mass of support it needed to check the advance of Sony’s competing Betamax format and turn the battle into a rout.

It should come as little surprise, then, that Sony has reportedly begun offering a bit of technical support to the Japanese porn industry, which has apparently been having a bit of trouble mass-producing its products for Blu-ray Disc. “In Japan, there are some problems. Companies cannot press Blu-ray Discs because they cannot touch adult-related contracts,” Kiyotaka Konno, director of administration for Japanese DVD replication outfit Assist Corp., told Network World. “So we asked some makers in Taiwan to do the work, and then we import the discs back to Japan. The Taiwanese company was able to obtain a pressing machine from Sony and will start mass production in August.”

So it looks like we’ll see Blu-ray tentacle porn after all.

An interesting turnabout for Sony, though the company claims its longstanding policy against manufacturing DVDs or videocassettes with adult content remains unchanged. Lucky for Sony that policy doesn’t extend to other countries–especially when HD DVD has taken an early lead over Blu-ray Disc in the battle to become the next-generation DVD format.