D'WORKS PUTS SHREK ON GAME BOY
Majesco to release movies for hand-held videogame console
By Ben Fritz 6/9/2005
Shrek is going to Mario's world.
DreamWorks Animation has pacted with videogame publisher Majesco to become the first studio to provide films for Nintendo's line of Game Boy portable videogame players.
Majesco will release the toon studio's Shrek, Shrek 2 and Shark Tale later this summer in its proprietary Game Boy Video format with a price expected around $20.
The game publisher has in the past year released TV content from Nickelodeon, Disney and Cartoon Network, but didn't have the capacity to put a full feature film on one Game Boy cartridge.
Numerous studios -- though not DreamWorks -- have begun to release movies for Sony's PSP portable game console, which was designed to also play movies. Majesco had to develop a new technology to play video on the Game Boy, however, and can only store animated content up to 90 minutes.
The company is hoping that's the sweet spot for the Game Boy audience, which tends to be younger than PSP users.
"Given the technology and the Game Boy marketplace, we're focusing now on animated content, though we hope to improve it so we can play live-action," said Lester Greenman, exec VP in charge of Majesco's video line.
If the first three movies sell well, Majesco hopes to release DreamWorks' Madagascar when it hits the home video window. Majesco also is in discussions with other studios to license their animated films.
"This is all part of our commitment to find compelling partnerships and expand our audience reach," DreamWorks home entertainment topper Kelley Avery said of the pact.
Although financial details weren't available, Game Boy Video deals are believed to be somewhat different for studios than DVD distribution, as cartridges are more expensive to produce than discs and Majesco must pay Nintendo a licensing fee for each unit.
Nintendo is by far the leader in the hand-held gaming space, though Sony's PSP is the first product to pose a serious competitive threat.
Nintendo has sold more than 28 million units of its Game Boy Advance in North America, along with more than 1 million units of its new DS portable game console, which is compatible with Game Boy Advance titles, including video products.
Later this year, Nintendo will release a credit-card-size version of the gadget dubbed Game Boy Micro.
Movies aren't compatible with previous versions of Game Boy.
Ben Fritz is a reporter with VB sister publication Daily Variety.
