Walmart has started selling digital movie cards for its VUDU movie service. The first title available in the format is Battle: Los Angeles, which also hits stores today on Blu-ray and DVD. How do they work? The movie cards simply provide a code to stream movies via a VUDU box or app on a supporting device (which Walmart says now exceed 300). Battle: Los Angeles is available for $14.96 in standard-definition only, and can be found in Walmart’s entertainment section. Currently, it appears the cards are only available in-store and not the company’s website. The movies are to keep, by the way, so the card itself will hold some value and maybe considered a collectible item for certain movies. No word on whether or not Walmart will offer the digital cards for VUDU’s higher quality HD and HDX formats.
“Digital movie cards are a great way for Walmart’s millions of movie customers to own and watch digital movies through the VUDU service,” said Edward Lichty, general manager, VUDU. “By partnering with Sony Pictures Home Entertainment 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.”
“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, global digital and commercial innovation, Sony Pictures Home Entertainment. “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.”