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Vudu Bows First Digital Movie Card

14 Jun, 2011 By: Erik Gruenwedel

'Battle: Los Angeles'

Vudu, the video-on-demand platform owned by Walmart, June 14 launched an industry-first digital movie card in conjunction with the same-day release of Battle: Los Angeles from Sony Pictures Home Entertainment.

Working with Sony, Vudu is selling the digital card for $14.96 at Walmart stores. Consumers use a code on the card to access a standard definition copy of Battle: Los Angeles directly from their computer browser or from one of more than 300 Vudu-enabled devices, including HDTVs, Blu-ray Disc players and the PlayStation 3.

The movie, which generated $202 million at the global box office, also is available on DVD and Blu-ray Disc for $28.95 and $38.96, respectively.

“Digital movie cards are a great way for Walmart’s millions of movie customers to own and watch digital movies through the Vudu service,” the service’s GM, Edward Lichty, said. “By partnering with [SPHE] on this exclusive, new movie card, we’re transforming a physical purchase into a digital ownership experience in a way that is easy for customers to understand and access.”

Sony believes digital movie cards offer consumers an easier-to-define conduit between retail and digital distribution of home entertainment.

“Digital movie cards allow us to take digital transactions into high-traffic, brick-and-mortar retail environments like Walmart, and provide a bridge from the DVD aisle into the digital age,” said John Calkins, EVP of global digital and commercial innovation with SPHE. “Our goal is not only to educate off-line consumers about the digital films and services available to them, but also to increase the convenience of buying and gifting digital content.”

About the Author: Erik Gruenwedel

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