Sony is readying a new strategic effort to establish the PSP as the best portable movie viewing device. With nearly thirteen million PSP hardware units sold, some analysts think that it may be easier for Sony to generate new interest and momentum in UMD video. Video Business reports, “Sony is shaving new release list prices to $9.99 to $14.99,” which is about half the price of UMD movies released in the past. Sony is also promising to do the bulk of the work with UMDs: management of licensing, manufacture, distribution, marketing and selling the studios’ films for them for the PSP. Expect to see at least five to seven studio-licensed UMD’s each quarter; MTV is already on board and has seen relatively good success with this new plan.
“We want to provide a legal offering from the studios, … and it’s an easier conversation to have with them now,” said John Koller, director of hardware marketing at Sony Computer Entertainment America. “There’s a lot of positive momentum with the PSP.”
Video Business is also reporting that they hope to see more “impulse purchases” from teenage males with this new pricing scheme, as previous UMD movie pricing was almost on par with the price of a full DVD.
“The biggest issue with UMD was the lack of creating for a targeted demo,” said Koller. “When we first launched, it was a difficult sale. I don’t think it’s a big stretch to say that a 16-year-old doesn’t have a lot of discretionary income. … We were offering UMDs that were more expensive than DVDs at the time. And we want content that is in line with what the demo is asking for, action and comedy … not romantic dramas.”
Information courtesy of Video Business.
