February 17, 2011

Warner Bros. Releasing Movie Apps

Welcome back. 2011 is going to be a huge year for “entertainment apps”. To kick off this trend on Wednesday, Warner Bros. released movie “app editions” of director Christopher Nolan’s popular action-dramas, “Inception and “The Dark Knight,” making it the first time a major studio has made its films available to download within a freestanding application, rather than through a download service like Apple’s iTunes Store.

The app edition of 2008’s “The Dark Knight” currently costs $9.99 in the U.S.—the same price the iTunes Store charges to download the movie. The newer “Inception,” which came out last summer, costs $11.99, $2 more than its current iTunes Store price. The “Inception” and “The Dark Knight” app editions are available in over 30 international territories, including China, Brazil and the Netherlands — countries that currently do not have access to films for purchase via the iTunes Store.

The plan to launch separate movie apps has been in the works for the last six months, and was largely informed by the studio’s desire to push their films into a larger number of countries and to add features for mobile device users. The announcement represents a significant turning point in the digital on-demand movie distribution business.

I'll be talking about in-app purchasing revenues and advertising in "movie apps" and "entertainment apps" for studios at this year's Multiplatform TV Show in Sydney, Australia from 27-29 April, 2011. Meantime, buckle up and watch the demo reel below:

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