Buy DVDs from a poster? 20th Century Fox teams with HMV for QR code poster campaign


Twentieth Century Fox Home Entertainment has launched a virtual shop in partnership with HMV, using QR codes on posters to sell DVDs to consumers via their smartphones. Launching this week, with QR codes featured in outdoor media on prominent high street bus shelters, the virtual shop is marketed as 'a simple and convenient way to start their Christmas shopping now'.



How The Virtual Shop Works:

• From an outdoor poster, scan the QR code of chosen Blu-ray or DVD with a smart phone

• Phone will automatically launch and the selected product page

• Click to add the Blu-ray or DVD to your basket and check out

“We’re entering the busiest gifting season of the year when consumers are stretched for time and on the go with their mobile phone in hand. With our virtual shop, we’ve created new distribution points that previously didn’t exist, allowing consumers to instantly shop for everyone on their Christmas list -- just by using their mobile,” commented Robert Price, Managing Director, Twentieth Century Fox Home Entertainment. “It’s a convenient and easy experience for shoppers, and by leveraging HMV’s user-friendly mobile site, Fox is able to present its Christmas offerings in a fast, yet cost effective manner.”

Mark Hodgkinson, Marketing and e-Commerce Director, HMV added “We always look to enable our customers to discover and consume entertainment content in the way that best suits them, and, in an increasingly multi-channel world shaped by mobile technology, we see this innovative partnership with Twentieth Century Fox as a great new way to connect with film fans."

Fox titles available at launch include: Rise of the Planet of the Apes (Blu-ray/ Triple Play); X-Men First Class (Blu-ray/Triple Play); Rio (DVD); Mr. Popper’s Penguins (DVD); Star Wars The Complete Saga (Blu-ray); Home Alone Collection (DVD); Alien Anthology (Blu-ray); Glee Season Two (DVD); Family Guy Season 11 (DVD); and 24 The Complete Series (DVD).

Outdoor media featuring Fox’s virtual shop QR code will appear in London, Manchester, Leeds, Nottingham, Bristol, Glasgow and Edinburgh.

To launch the universal QR code and purchase, consumers will need a QR reader on their mobile phone or download the free app from

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