In America, poor sales of UMDs have led to retailers simply getting rid of the format altogether, or putting them in bargain bins, never to give them another look ever again. In Japan, however, Warner Bros. is trying a new strategy of trying to sell more UMDs. For the past few months, Warner Bros. has released movies at an official price of 980 yen (about $9 US). Surprise! For some reason, UMDs sold a lot better at that price. In fact, according to Gpara.com, it sold 10 times as more than normally.
Haven't we been telling companies for the longest time that if you want us to care about the format, it has to be dirt cheap? Looks like WB finally understood that. But can we hope that the rest of the market stops beating themselves with stupid sticks?