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UMD video format falls from grace

April 2nd, 2006 · No Comments


The glint has faded from Sony’s once golden media format, UMD. With sales globally falling away, studios are losing interest, now that a quick buck can’t easily be made. US retail giant Wal-Mart is widely expected to take UMD off the shop floor in order to devote shelf-space to products which actually sell, while both Paramount and Image have put their UMD movie schedules on hiatus. Sony hopes to reinvigorate the platform as a movie-device by producing a PSP to TV interface. This seems destined to fail, as most users already have something similar. It’s called a DVD player. Seemingly hastening UMDs demise are the studios themselves. Momentum Picture’s UK release Lord of war is the first UMD disc to sport advertising. In a deal struck with Masterfoods, it features an advertisement for Mars bars. Behind the move is Richard Vinton, director of The Video Marketing Company (VMC). He believes putting adverts on UMDs and DVDs is a good idea. “The great thing about DVDs and UMDs is that viewers choose to pay more for their content, and so see any commercials in a more receptive light.”
We’ve got news for you Richard. Far from being receptive, most consumers hate seeing adverts on media they’ve purchased. It actually makes them resentful not receptive. Where do these people get their ideas?

Tags: Home cinema · Trade · Video games

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