Just when Sony's UMD format seemed to be dead as disco, Warner Bros. comes along and shows how it can be profitable. Warner Home Video originally announced discounted UMD movies, selling for 980 yen (US $8.50) a piece. However, the company decided to remove the limitation and hoped that would mean higher sales. They were right. Over ten times as many UMD movies have been moved since the permanent sale began. So far, titles include:

The Last Samurai, Ocean's Eleven, Ocean's Twelve, Enter the Dragon, Batman Begins, The Island, Corpse Bride, Charlie and the Chocolate Factory, Black Diamond, The Goonies, Tom and Jerry, the Harry Potter movies and The Matrix trilogy.

I've always thought the idea that UMDs should be priced the same as DVDs to be, well, dumb. And, Warner is showing that there is a market for the format as long as the price is right. I'm totally going to pick up Enter the Dragon, Batman Begins and The Goonies. Here's hoping other companies follow suit. Brian Ashcraft

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