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By Michael V. Copeland

(Business 2.0) – The PlayStation Portable just hit U.S. stores, but there's already one bullish sign: It's scaring the bejeezus out of Hollywood. On April 19, Sony will begin selling PSP movies (including Hellboy) at $20 a pop--double initial speculations--and Lion's Gate just announced that its PSP movies will retail for $10 to $30. Word is, studios are afraid the device will threaten their cash-cow DVD businesses. But price jockeying in the coming months could affect Fox's and DreamWorks's plans if they follow with their films.