By reading the QR code (two-dimensional bar code) on the DVD package with their cellphones, users will be able to access the pic's story and preview. The aim is to boost DVD rentals and sales, particularly of foreign pics that have not been theatrically released in Japan, by giving potential renters and buyers a better idea of what they are getting.

The first Shochiku-distribbed pic to offer this service is Luis Piedrahita and Rodrigo Sopena's "Fermat's Room," a Spanish mystery/thriller that falls into the unreleased category, but will get its DVD bow on September 29. By reading the QR code on the pic's package, users will be able to view the pic's Web site, as well as a 30-second preview and story outline. Shochiku plans to release three more pics on DVD with the readable QR codes in the first half of 2009 and more in the future.

Launched in April 2006, Dogado is jointly owned by Shochiku and the Mitsui trading house with Shochiku holding a majority 51 percent stake. The company offers toon, pic, comic and other contents to cellphone and PC users.  

© Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

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