Silver lining for PSP

Company to release niche titles for handheld system

By Susanne Ault -- Video Business, 4/13/2006

APRIL 13 | Despite softness in the PlayStation Portable category, Silver Platter is releasing content exclusively for the handheld system.

The Venice, Calif.-based company thinks core PSP consumers will eat up the 35 titles it’s releasing this year on UMD, the PSP’s format. The line primarily consists of extreme sports discs priced relatively low at $17.95.

“From the beginning, we have had a totally different perspective” from major studio suppliers, Silver Platter president Blaine Graboyes said. “We are picking content that is suitable for the PSP audience and for this device. When you hear of a retail backlash or consumer slowdown, that refers to studio movies. Why buy the UMD title when you already own the DVD?”

Silver Platter titles, such as July 15 releases Gracie Jiu Jitsu in Action and The Funk Master Flex UMD, are designed to fit around PSP’s portability. Each title is broken up into five- to 15-minute blocks, which are all accessible from one main front page.

“People are using this on a bus or on a train going to work, and that is what led us to break things out,” Silver Platter VP of acquisition David Cohen said. “They want to see something of value quickly, where they don’t have to be locked into video zombie land.”

Image Entertainment will distribute Silver Platter’s non-game UMD titles to the Top 30 retailers starting in June.

It’s unclear which major retailers will stock Silver Platter UMDs, but the company is already scoring traction with its initial four releases at smaller, non-traditional outlets.

Skateboarding title DC Video shipped about 5,000 units in January to a mix of skate, snowboard and ski shops and such sites as Shopster.com. That’s respectable for niche content on a niche media player.

On average, Silver Platter UMDs, also including January’s snowboarding The Community Project and skiing The Teddybear Crisis, are shipping 2,000 units each month.

“Most retailers have really only purchased feature film titles from the majors that they believed would drive the category, but based on current sales data, this strategy may not have been the most prudent,” said Barry Gordon, Image senior VP of worldwide programming. “The lifestyle programs and edgy fare that Silver Platter is bringing to market may be more on target for this unique audience.”

Virgin buyer Chris Anstey agrees: “At this stage, we’ve been able to see what types of titles perform better, and we’re shifting our range from strictly feature films to a more eclectic mix of anime and alternative themes. Even if it doesn’t necessarily revolutionize the home video market, there is still a niche market” for UMD.

Silver Platter is crafting targeted campaigns to continue capturing buyers at top chains. It is sponsoring an upcoming Gracie martial arts tournament that’s expected to attract 60,000 Jiu Jitsu enthusiasts. The supplier also is marketing to such hobby sites as 10,000-member forum PSPJunkies.com.

Further underscoring its faith in PSP titles, Silver Platter is opening a 1,000-square-foot retail outlet near its Venice headquarters. Dubbed UMD Lab, the store will hold 50 to 75 UMD titles, including its own and major studio offerings. PSP hardware, accessories and game software also will be sold. A Wi Fi-equipped gaming lounge will let customers test the wares.

“We want to be a vanguard example of how you can be successful with PSP,” Cohen said. “I believe we are the first [UMD-specific] retailer. If Wal-Mart isn’t doing well with this, than we have to set the right example. We need to show it’s hot to sell PSP.”

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