HMV and Twentieth Century Fox Home Entertainment launch innovative new Blu-ray/DVD purchasing system.

In light of the approaching holiday season, HMV and Twentieth Century Fox Home Entertainment are launching a new purchasing system for Blu-ray and DVDs using mobile phones and bus shelters.

The new system will allow users to scan the QR code from a film poster on bus shelters which will take them to a product page where they can buy the Blu-ray or DVD of the film. Participating bus shelters can be found in London, Manchester, Leeds, Nottingham, Bristol, Glasgow and Edinburgh.

The programme is the first of its kind in the UK and will feature Fox titles such as Rise of the Planet of the Apes, Star Wars: The Complete Saga and Glee: Season Two, among other titles.

Customers must use a smart phone that can read QR codes. A free app is available.