It is true. I don't know why there has been no commercials or ads or anything on this anywhere. But on my way to work this morning I drove past a Hollywood Video and saw FREE BLU RAY RENTALS sign and thought, WTF? So I got online and did some diggin around in some DVD forums and from the looks of things, participating Hollywood Videos are just giving customers 1 free Blu Ray rental a time per account. You can go in, rent a Blu Ray, go home watch it, go back, rent another, go home watch, go back grab another. All for free.
No word on how long this promotion lasts, but rumor has it its for the month of August only.