Warner Bros. launching 'Dark Knight,' 'Inception' as iPhone apps
Warner Bros. has found a way to jumpstart online movie sales on Apple devices in 23 countries that don't offer them through iTunes: Turn the film into an app.
The studio on Wednesday is launching "app editions" of its Christopher Nolan-directed pictures "Inception" and "The Dark Knight." Consumers with an iPhone, iPad or iPod touch can at no charge download the app, which includes the first five minutes of the movie along with tie-in games, trivia, and other material. Users will then be able to access the full movie within the app for the standard iTunes price, $9.99 for "Dark Knight" and $11.99 for "Inception" in the U.S.
It's the first time that movies have been available to download on Apple's popular mobile devices outside of its iTunes Stores.
The new initiative by Warner is significant because it allows the studio to offer movies in a number of markets without waiting for Apple to launch a full digital movie store. Of the 35 countries where it will be available, 23 don't have iTunes movie downloads, including such fast-growing theatrical markets as China and Russia, along with a number of European countries including Greece, Hungary, Portugal and the Czech Republic.
"We think this is an innovative way to build a global footprint on devices that are optimized for video viewing," said Thomas Gewecke, president of digital distribution for Warner Bros.
Overseas prices range from as little as $7.99 for "The Dark Knight" in some European countries to $23.99 for "Inception" in New Zealand. In China and Russia, "Inception" costs $18.99.
That high cost is likely to have little impact on rampant piracy in the countries but could appeal to the affluent technophiles who own the Apple devices.
Apple is the biggest seller of online movies for the Hollywood studios, but the "download-to-own" business has not been growing as fast as many in the entertainment industry would like, particularly given the declines in DVD sales.
Gewecke said he was hopeful that beyond jumpstarting movie sales in new markets, the "app editions" would appeal to fans of "Inception" and "Dark Knight" because they provide additional content and can be updated.
He said the studio is already working on app editions for other films that will launch this year.
— Ben Fritz
Photo: "Inception" app edition. Credit: Warner Bros.
We think this is an innovative way to build a global footprint on devices that are optimized for video viewing," said Thomas Gewecke, president of digital distribution for Warner Bros?
Posted by: granit tezgah | February 16, 2011 at 07:57 AM
Quote: "in countries with lower income (like russia) the movie costs almost twice - because it has some effect on piracy"
Quote: "it is available in countries where Warner Bros decided not host the content because Warner requires all content to be localized" - and this is Apple's fault: because Apple refuses to host content on iTunes ?
man - what are you smoking ? !
Posted by: Tim | February 16, 2011 at 10:10 AM
NOT the first time that movies have been streamed or playable via an in-app solution... there's a few app producers that have created apps that play full movies as long as they're in the public domain (i.e. "Night of the Living Dead", etc.) It's been several months since those were launched as alternatives to the iTunes store movie selections.
Posted by: Xian | February 16, 2011 at 11:06 AM
Utterly redonculous, watching films meant for the big screen on a stupid phone!!
Posted by: jay | February 16, 2011 at 05:12 PM
It’s actually not the first time a film has been available for download to Apple devices, though Inception and Dark Knight might the biggest players to do it. I downloaded "The Wishing Well Popup Movie and Game" a couple of months ago and the game came with a funny, special effects film called The Wishing Well (the filmmaker/app creator is apparently a visual effects wizard), the app also had interactive bonus features, remarkably innovative, considering it’s a one-man shop. With Apple having a firm grip on how movies are viewed and distributed online, I think this is an interesting step in another direction. If you want to watch the guy's film, it's free at: www.thewishingwellmovie.com
Posted by: Paul Haber | February 17, 2011 at 10:45 AM
oops, realized after I posted ... I meant to say: the Wishing Well movie was included when i bought the app - not free, but a bonus to the app.
Posted by: Paul Haber | February 18, 2011 at 06:41 AM