Indian Cinema Lets Users Tap to Launch Mobile Services

More than 200 users tapped tags in smart posters and other displays at a movie theater in Mumbai, India, and about a third of them downloaded the cinema chain’s app over a six-week period, according to the wireless marketing company that ran the campaign.

The campaign, “Box Office Now in Your Pocket,” features NFC-enabled smart posters and self-standing cardboard displays, called standees, at the Cinemax chain’s flagship location in Mumbai. The posters and displays also sport QR codes.

JusTap!, the startup implementing the tag campaign for Cinemax, said more than 200 users had tapped the tags over the six-week period studied, without any promotion or ushers directing patrons to the tags. The company said 35% of users who tapped the tags downloaded the Cinemax Mobile App, 26% left feedback for Cinemax, 20% “liked” Cinemax on Facebook and 19% purchased movie tickets from their smartphones.

According to jusTap!, the total engagement time was about two hours over the period, an average of 36 seconds per user.

An average of five people tapped the tags per day, using such NFC-enabled devices as the Galaxy S III, Nokia 700 and BlackBerry Bold smartphones, Google Nexus 7 tablet and a model from HTC, said  jusTap!

JusTap! described the tag deployment at the Cinemax flagship in Mumbai as the first phase of the campaign. That probably indicates the campaign will expand to some of the theater chain’s 40 other locations in India. The cinema chain is one of the largest in India.

India-based RFID hardware and software company IAITO Infotech launched jusTap! earlier this year.

 

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