How much will movies for the PlayStation Portable cost?

So now that Sony has confirmed that they're going to release
at least a handful of movies on UMD so you can watch them on the PlayStation Portable, the big question is: how much are the damn things going to cost? They haven't announced a price for the North American market yet, but they have just confirmed that in Japan they're going to set you back around 3,800 or 3,900 yen (roughly $37), which is about what a new DVD costs there. We'll assume that they'll price things a little more competitively over here. At least they better—how badly does anyone need to be able to watch
Hellboy while on the go?