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Koller says UMDs "always been a steady growth"
Senior Marketing Manager John Koller has had a lot to say about PSP in the past few days. The system, which is now two years old, has seen its share of successes and problems. One undeniable truth has been the lackluster sales of Sony's proprietary movie format, the UMD. Although the format is considered dead by most, Koller claims that the format has "always been a steady growth."The problem with UMDs, he notes, is the inappropriate selection of movies in its catalog: "There hasn't been the drop off that's been reported. The movies that have had some selling problems, quite honestly would in any environment, are the ones that weren't targeted against that 16-24 year old demo, or even now as we get a little bit younger the 13-24 year old demo. They're not looking for the older catalog late 70s early 80s kind of movies. A lot of them weren't alive then."Looking at the top UMD movies (pictured, above), it's clear that successful UMD movies target a very specific demographic. However, considering the scarcity of movies in our weekly PSP releases, it's clear that the format is not experiencing the "growth" that Koller is hinting at. There's more to read at Game Informer, but note that the interview reiterates many points that we covered at GDC.
UMD price drop leads to sales jump in Japan
While the news probably doesn't come as any surprise to you, it has apparently taken the execs behind the UMD movie scene quite some time to pinpoint price as the primary culprit of the lagging sales. The higher-ups at Warner Home Video reported that its UMD films weren't selling well awhile back -- presumably to no one's surprise but their own -- and even Wal-Mart has been teetering on dropping the slow-selling discs from its precious shelf space. In a less-than-revolutionary announcement, it seems implementing a "permanent sale" on UMD movies in Japan has increased sales nearly tenfold; pricing 22 (and counting) titles at ¥980 (about $8.46) has prompted PSP owners to snatch these up in unprecedented quantities, which is somewhat telling of where these things should've been priced at from the start. While we aren't exactly sure if this indefinite sale will make the jump to US shores, this "discovery" is a rare step forward for the flailing format, and we can only hope this reduction becomes the norm on all UMD flicks.[Via MobileMag]
Target discontinues UMD movies
With dwindling Hollywood support and anemic sales dragging it down already, the UMD format is unlikely to be pleased by news that all Target stores will cease selling films stored on the proprietary PSP format. Though UMD games are quite safe, this latest move is likely to cast further doubt on the format's viability in the realm of movies. Those looking to place blame will likely find some good targets in the pricing of the discs, the general lack of bonus features compared to their DVD counterparts and the fact that for Universal Media Discs, they aren''t very "universal" at all. One retailer's move is hardly a death knell for UMD movies, but perhaps the PSP would be better off by forgetting Hollywood and shoving its solid games library (which has made great strides in the last few months) back into the spotlight. Of course, those already enamored by portable movies should probably rush to their nearest Target before the shelves are empty and the format forgotten. Here are some of the titles you might want to remember it by (all chosen at random, of course): Cheaper by the Dozen Crash Cruel Intentions Cursed Doom Dumb and Dumber Gone in 60 Seconds Never Die Alone [Via PSP Fanboy]
