Target Pulls UMD Movies17 Jul, 2006 By: John Gaudiosi
Target Stores has ceased selling UMD movies for the PlayStation Portable, according to several store managers contacted on the East and West Coasts.
A call to corporate was not returned. This marks the first time a major retailer has stopped selling PSP movies. Target still sells PSP hardware, games and accessories.
At press time, the Target.com Web site had a collection of 20 old catalog UMD movies for sale, but there were no PSP movies on stores shelves at retail locations in Raleigh, N.C. and San Francisco.
“I think the merchants have found it exceedingly difficult to merchandise the movies,” said John Taylor, video game analyst, Arcadia Research. “There are so many of them, the turnover is low for each [title], and they take up a lot of space.”
Taylor believes there's a general feeling that Sony has not done a good job of communicating to consumers about the uses of the PSP. When asked if this could be the end of the UMD movie, Taylor believes retailers will see how PSP performs through the holiday. He added that retailers are focusing on the gaming aspect of the device.
Best Buy and Wal-Mart are offering a wide selection of UMD movies at retail and online, but scuttlebutt says the two retailers also are scaling back UMD movie content.
The nation's largest video game chain, EB Games, also is selling a full slate of UMD movies.