Fox Selling Movies at the Mall14 Mar, 2012 By: Erik Gruenwedel
Retail promotion mirrors U.K. effort last year
Twentieth Century Fox Home Entertainment March 14 launched a retail promotion in which shoppers can directly buy movie and TV show discs advertised on walls at select shopping centers nationwide through a special app on their mobile phone.
Shoppers download an app dubbed Fox Movie Mall to their iPhone or Android device, which reads the QR codes of the DVD and Blu-ray Disc titles on display at Taubman Centers in Los Angeles (The Beverly Center); Fairfax, Va.; Short Hills, N.J.; and Stamford and Framington, Conn., among 26 other malls.
The promotion mirrors a similar effort bowed last November between Fox and United Kingdom retailer HMV. In that deal, users — after scanning the QR code — were directed to a product page to make the purchase.
“It’s a convenient and easy experience for shoppers,” Robert Price, managing director of 20th Century Fox Home Entertainment, said last year, as reported by Home Media Magazine.
In the U.S. promotion, the user is directed to a secured website to the make the purchase, which then is shipped directly to the user’s home. The app also features games, trailers and additional clips. Fox said consumers purchasing discs through their phone could save as much as 50% on selected titles compared to in-store purchases.
Titles include Alvin And The Chipmunks: Chipwrecked (which streets March 27), X-Men: First Class, Alien, Rise of the Planet of the Apes, Sons of Anarchy, Rio, Gulliver’s Travels and Diary Of A Wimpy Kid: Rodrick Rules.
Chipwrecked will be additionally displayed in malls through accompanying Easter Bunny sets.
"We are constantly looking for new opportunities to reach consumers and this technological advancement has allowed us to further engage with them by offering a convenient and fast way to get the movies they love," said Mary Daily, president and chief marketing officer with 20th Century Fox Home Entertainment.
Fox, which launches a media day today at the Dolphin Mall in Miami for Chipwrecked with a special screening of bonus material accompanying the Blu-ray release, expects its mall-based wallscapes to reach 60 million shoppers during the next four months.