Following the successful HD DVD release of Paramount’s Transformers, the company is now releasing Shrek The Third exclusively on HD DVD, in a bid to attract more consumers over to the format.

Transformers, which has only been on sale for about 3 weeks, has already been the biggest selling HD DVD to date, according to the company. Shrek The Third, which has the record for the third largest debut in cinema history, is now on sale in DVD and HD DVD format.

The HD DVD will have a number of interactive and web-enabled features, includeing The Animators’ Corner and web-based downloadable games.

Paramount made the switch to support the HD DVD format exclusively in August this year, reversing its 2005 decision to support both formats. DreamWorks, the label behind the Shrek trilogy is distributed by Paramount Home Entertainment (which is itself a unit of Viacom).