How do entertainment retailers come up with the prices they charge? Why is a movie theater ticket $10, a music CD $15, a rental DVD $3-$5 and a top video game $60?

We asked Strauss Zelnick, executive chairman of game publisher Take-Two. He says it’s simple math, based upon the value of that experience.

Prices are determined by the marketplace — if folks stopped buying stuff, prices would fall, etc. (Think gasoline). Balance that with cost. A game like Halo or Grand Theft Auto takes years to develop and costs as much to make as a Hollywood film.

Here’s Zelnick in his own words:

The reason the consumer is willing to pay $60 for front-line product is because they are going to get 20-plus hours of game play out of that product.

I’m a big believer that there is an equation for the pricing of front-line entertainment products, which is: The hours of expected consumption times the value per hour, plus the catalog value.

The price per hour is pretty stable across media. For example, a motion picture: You have two hours of experience in the theater, a very high-quality experience, zero catalog value. So what’s that worth? I guess about $5 an hour (on a per capita basis). If you apply that to a video rental, also zero catalog value, there’s multiple people watching typically, it’s a lower quality experience, that’s how you get a video rental of three bucks. Recorded music, you will listen to the album (up to 10 times — or hours — on average). The same equation applies.

There’s more:

What’s driving that front-line price point is the perceived quality of the experience, times the number of hours you are going to have that, so that the price per quality hour of the experience, times the hours, plus catalog value. And I understand why that number would be, for the sake of argument, $60, versus for sake of argument, $15 for an album, versus $3 for a video rental, versus 10 to see a front line movie.
They are not so far off.

So it’s not that we came up with that price point out of the blue. If we came up with it out of the blue, we wouldn’t be selling anything at that price point.

For the record, the industry walks the walk. Take-Two’s Grand Theft Auto has sold more than 10 million units in less than a year. And other huge industry sellers such as Metal Gear Solid, Fable, Halo, Madden NFL, Rock Band and Guitar Hero? Most have sold more than a million copies — at $60 a pop, or more.

I admit that I’ve bought $5 DVDs, cheered, and watched them only once. I’ve also paid $60 for games, grumbled about it, and played them for months. Now I’m thinking about buying Rock Band 2 ($189) or Guitar Hero: World Tour (also $189) for the holidays. (grumble grumble grumble)

So what do you think? Are video games fairly priced?

(Photos: Screenshot from Amazon.com; Zelnick, Reuters)

The long-expected launch of MySpace Music is happening in drips and drabs. On Sunday MySpace and major music label partners in the joint venture said MySpace Music will launch with four big name advertisers: McDonald’s, State Farm, Toyota and Sony Pictures.

But MySpace still did not confirm when it would launch — though that’s widely expected this week.

In the meantime, several blogs, led by TechCrunch, report that the partners are seeking third party funding of up to $100 million for MySpace Music, valuing the company at around $2 billion. Reuters has not been able to confirm this through our sources yet.

Also, LA Times reports that Facebook’s former chief operating officer Owen Van Natta and ex-Universal Music exec Andy Schuon are said to be in the running to be chief executive of MySpace Music, an appointment that MySpace CEO Chris DeWolfe had hoped would be confirmed by now.

 Keep an eye on:

• Best Buy agrees to buy Napster for $121 million (Reuters)
• Electronic Arts ends merger talks with Take Two (Reuters)
• AT&T will ‘temporarily reduce’ broadband speeds (Ars Technica)

(Reuters photo of Chris DeWolfe)

Progress?

Video games company Electronic Arts has just updated Wall Street on the latest stage in its drawn-out $2 billion bid for Take-Two Interactive Software with news that it will allow its tender offer to expire at midnight New York time.

But Take-Two, maker of the Grand Theft Auto video game franchise, said it is now willing to provide a management presentation to EA containing non-public information in connection with the bid such as its three-year product release schedule and financial projections.

EA and Take-Two’s chief executives exchanged letters over the weekend and had a phone conversation on Friday.

Here’s an excerpt from Take-Two chairman Strauss Zelnick’s letter to EA Chief Executive John Riccitiello dated Aug 17:

The Company has made significant strides since EA first expressed interest in the Company….I believe our presentation will enable you to understand better the value of our Company to EA.

 Here’s an excerpt from Riccitiello’s Aug 18 response:

We no longer believe we can integrate Take-Two ahead of the important holiday season….we  require due diligence to support a transaction and are therefore letting the tender offer expire tonight. However, we are pleased to accept your offer to review your management presentation as outlined in your letter.

(Photo Reuters)

Keep an eye on:

* Wal-Mart to sell rock band AC/DC’s album exclusively. (Wall Street Journal)

*US Federal Communications Commission will decide next month if it plans to employ unused TV channels to provide cheap high-speed Internet networks. (Wall Street Journal)

*NBC has been a surprise winner at the Olympic Games in Beijing. (New York Times)

Things could get complicated soon in the saga of Microsoft’s quest to acquire Yahoo, since the software makers deadline for what was origianlly seen as a friendly deal — at the right price — passed this weekend without Yahoo saying “I Do.”

Now, that amicable offer could get downright hostile. Analysts say they believe Microsoft is planning to launch a hostile bid at its current price of $31 per share in cash and stock.

Three weeks ago, Microsoft said it will go hostile, or even call off its bid, if Yahoo did not agree to a deal before this past weekend. Now, Microsoft executives are poised to play their next card.

(Reuters)
(WSJ)

Keep an eye on:

• Teen Star Miley Cyrus apologozed for posing seminude in provacative photos. Disney Disney Channel backed up the rising star, saying — “a situation was created to deliberately manipulate a 15-year-old in order to sell magazines.” (Reuters )
• “The Takeaway”, a rival pulics radio morning show, launchs, adding a little competition for the popular news show “Morning Edition.” (WSJ)
• Grand Theft Auto IV’ may drive up Electronic Arts’ bid for Take-Two (Los Angeles Times) (Reuters)

(Photo: Reuters)