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Fox launches new app to profit from flash deals

Twentieth Century Fox Home Entertainment launched a new Movie of the Day application to capitalize on the convenience of mobile and the added pressure to purchase in a timely manner through time-sensitive deals.

The iOS app integrates with the user’s iTunes account so she can seamlessly download the Fox film available for the day to an iTunes’ library. Movie of the Day offers one film a day for a discounted price, compelling users to download immediately, knowing the deal will not last long.

“Marketing on mobile is not only a priority but a necessity in our industry,” said Mary Daily, president and chief marketing officer of Worldwide Marketing atTwentieth Century Fox Home Entertainment. “Consumers are searching, purchasing and enjoying their entertainment across all their mobile devices.”

Flashy marketing
Available only for iOS, the discount app offers up to 70 percent off of popular films from Twentieth Century Fox, in a 24-hour time frame. One film is offered a day, for instance the animated film Rio 2 was listed for $4.99 on May 26. The deal disappeared at midnight and was replaced with another film.

Users have access to film reviews, clips and details such as summary and cast and crew information. There is also a button on the home page of the app that allows users to share the film deal on a social media feed, giving Fox access to a broader audience.

Upon launching the app, the movie of the day is featured directly on the home page; from there users navigate around to view more information. Interested consumers click the sale button and are redirected to iTunes where they can complete the purchase.

Swiping right reveals past deals that the user has missed from the day before. This feature allows Fox to advertise past deals that consumers might have been interested in, exhibiting the options available and enticing them to continue engaging with the app.

Other upcoming films to be featured are Alien, Ice Age, Die Hard, the Sound of Music and X-Men.

Mobile timing
It is imperative for Entertainment companies to take advantage of mobile. A wide-range of entertainment content is first accessed through mobile devices, making the mobile sphere and app world detrimental if not brought into play.

Keeping this apps updated is also highly important as well.

StubHub’s showcased this with its mobile and tablet applications undergoing a recent update to customize the process of purchasing event tickets even more, including adding a personalization algorithm to recommend activities, ESPN content for sports fans, enhanced mobile ticketing options to replace physical tickets and mobile payment options for Android users (see more).

Timeliness is also vital to mobile efforts and applications. Offering flash deals pushes consumers to engage with a sale immediately, aware that the special is only offered temporarily.

Recently, HotelTonight proved flash deals also succeed through social media by delivering news of $99 room deals to subscribers of its email list as well as users on Twitter and Instagram (see more).

“The Movie of the Day app gives consumers the convenience of purchasing movies through the value of a flash sale that we hope will bring them back again and again,” she said.

Final take
Brielle Jaekel is editorial assistant at Mobile Commerce Daily