DreamWorks Animation and Technicolor-backed M-Go is hoping retail shoppers will buy title-specific gift cards redeemable for HD movie downloads.
The idea is to let shoppers select a specific movie to buy as a gift, rather than a generic gift card. The cards will be sold at some 300 grocery stores in California, Nevada, Ohio and Texas and later this month at GiftCardMall.com. Each card would entitle the owner to download a single movie such as "The Great Gatsby" or "Grown Ups 2."
"By giving consumers the personal touch of picking the right movie for the right person, we've blended the best of physical and digital experience," John Batter, M-Go's CEO said in a press release. The cards will cost $13-$15 depending on the title. Additionally, a $15 gift card will be available that can be redeemed for any M-Go title.
The cards are a new way to promote online video downloads, or what the movie industry calls electronic sell-through.
- read the press release
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