Sony (NYSE: SNE) is still trying to build up Crackle (fka Grouper). Previously, the site focused on “minisodes” of original and condensed classic TV shows, but now the video site’s execs are telling WSJ that it will concentrate more on streaming full-length movies as a way to get its target male audience to spend more time on the site — and in turn, inspire advertisers to spend more money on Crackle. The site is also adding some interactive games as well.
— Now playing: Starting today, Sony has put up roughly 100 movies for streaming on the site, including the 5-year-old Spider-Man 2 and The People vs. Larry Flynt, which was released in 1996. The studio, not wishing to upset agreements with networks and cable companies, will stream films that don’t come up against the “windows” for exclusive broadcast and pay-TV rights. On the distribution side, Crackle has a deal with Google (NSDQ: GOOG) to run 15 movies at a time on YouTube.
— Time after time: As for whether Crackle can get its 3 million uniques (per comScore) to spend more than an average of 5 minutes on the site will be a challenge. Crackle’s competition is way ahead, though if it can attract enough of those users to its old movies, Crackle might have a shot. Specifically, Hulu’s 42 million users spent 57.9 minutes on the site in March, while the much smaller Joost’s 523,000 visitors logged 59.6 minutes the same month. Crackle should be able to at least catch up to Yahoo (NSDQ: YHOO) video’s 15.8 minutes at Yahoo video, though that channel’s 6.7 million uniques is likely to remain out of reach.