If you really want mainstream listeners to try high-res...(I'm not sure if I want to)... Put ads, clips, maybe even full videos in the movie theaters...you know, before the trailers...with the Pepsi, Monday Night Football, and 350Z commercials? Use the same surround mix as the released discs. Get some good surround mixes of pop/rock titles...Scheiner mixes of Beck, Steely Dan, Flaming Lips would be a good place to start. Commission some good mixes of Britney, Coldplay, Staind, Red Stripes, etc...get the discs released and also include those artists in the theater ads. At the end of the ad, tell the patrons that they can hear that same surround mix at home today with [ insert high-res format here]. Frankly, I think this particular campaign would work best with DVD-A since a lot more people could try the lossy surround mix at home without investing in new hardware or going to a store with a decent listening room/area. Also, the DVD-A can include the same video content that they saw in the theater. But this type of approach could definitely work with SACD as well. Surround will always be the mainstream 'hook'...listeners think MP3 is fine for stereo. But getting them to actually sit down and listen is the hardest part...here is your captive audience. Warner and Sony own movie studios and distributors, they can do it.