If you've seen the trailers for Despicable Me, you've probably got a few glimpses of the minions. Want to know what they're saying? Well, there's an App for that.
When you go to see Despicable Me in theaters starting July 9, Best Buy wants you to keep your cell phone on!
In partnership with Universal Pictures, Best Buy has launched the first ever “movie-enhancing” cell phone application. Available as a free download on www.bestbuymoviemode.com, Best Buy Movie Mode will respond to audio queues in Despicable Me and translate the language of the Minion characters in the closing credits.
The application will also automatically disable the ringer, dim the screen and discourage texting during the film so as not to bother other movie patrons.
I'm led to understand that while the App will only "translate" during the end credits in the theater, it will function throughout the film during Blu-Ray and DVD playback.
Available as a free download, Best Buy Movie Mode comes to life via “The Minionator,” created as part of an exclusive collaboration with Universal Pictures and tied to the July 9 release of its must-see RealD 3-D CGI feature “Despicable Me produced by Chris Meledandri.”
“The Minionator” is Movie Mode’s first film enhancing experience and offers fans a deeper connection to “Despicable Me” by translating for audiences what the film’s mischievous little yellow characters, the Minions, are saying. The app acts as a translator during the 3-D theatrical end credits for the special language of the Minions. The app will also translate the Minion language throughout the entire movie on Best Buy’s exclusive “Despicable Me” DVD released later this year.
Best Buy Movie Mode uses new patent-pending technology to provide enhanced content to movie lovers during both the theatrical and DVD viewing experience. Additionally, it serves as a locator for both theaters showing “Despicable Me” in 3-D and Best Buy stores while also providing an interactive interface to unlock exclusive free digital content, courtesy of Best Buy. A phone in Best Buy Movie Mode automatically dims the mobile screen, silences the ringer and discourages texting to ensure audiences have a positive movie-going experience. Beyond The Minionator, Movie Mode will offer users new movie enhancing experiences and exclusive content for future theatrical and DVD releases.
“Best Buy Movie Mode changes the way audiences connect with great entertainment, both inside a theater and at home,” said Chris Homeister, senior vice president and general manager of the home entertainment group at Best Buy. “The innovative technology, unique to Best Buy, provides us with an opportunity to evolve with customers into the growing digitally connected world. We are thrilled our first partnership is with Universal and ‘Despicable Me’ producer Chris Meledandri. The collaboration throughout this process has been a delight.”
“Throughout the planning for this film, we have been impressed with Best Buy’s vision and its desire to create an innovative experience for moviegoers,” said Stephanie Sperber, president Universal Partnerships & Licensing. “We can’t wait for fans to finally experience ‘The Minionator.’”
Added James Meredith, vice president of marketing for Cinemark Theatres, “Movie theaters and cell phones have never been friends—until now. Because Best Buy Movie Mode disables the ringer, discourages texting and dims the phone screen, all moviegoers can now enjoy a delightful theater experience free from cell phone distractions. Joining forces with Universal to bring ‘The Minionator’ to life, Best Buy is giving movie lovers a truly compelling reason to experience ‘Despicable Me’ in RealD 3-D on the big screen”
Leading up to the film’s debut, Best Buy’s Reward Zone Silver members will have an opportunity to attend one of several exclusive pre-screenings of “Despicable Me” in 20 markets across the country. RZS members can also visit www.myrewardzone.comto enter for a chance to win tickets to the film’s world premiere in Los Angeles on June 27.
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About Marc Eastman
Marc Eastman is the owner and operator of Are You Screening? and has been writing film reviews for over a decade, and several branches of the internet's film review world have seen his name. His reviews have brought him personal praise from the director of a major motion picture, and have been used as required reading in a course at a major University. These priceless rewards, along with just bags of cash, keep him from straying from freelance writing. He is also a member of The Broadcast Film Critics Association and The Broadcast Television Journalists Association.
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