Twentieth Century Fox Home Entertainment and Taubman Centers have collaborated to establish Fox Movie Mall virtual storefronts, an upgrade from DVD vending machines that incorporate considerable marketing pizzazz for the studio’s Fox Movie Mall app.

These installations will be unveiled tomorrow (March 16). Consumers decide which movie they want from a “wallscape” display (pictured) and fire up the free Fox Movie Mall mobile app. Scanning the chosen title’s QR code takes them to an online store where they can make their purchase and have it mailed to their home.

Selling physical product this way seems like a missed opportunity, especially since the virtual storefronts initially will be featuring a Blu-ray disc that comes with an UltraViolet digital copy – Alvin and the Chipmunks: Chipwrecked. But it seems more likely that the point of the mall installations is primarily to promote the studio’s movies and the app itself.

That theory is supported by 20th Century Fox simultaneously kicking off a campaign that integrates Alvin and the Chipmunks into the Easter Bunny Set at participating mall locations.

The Fox Movie Mall app has uses beyond just the virtual storefronts, too. The app can be triggered by any Fox DVD image, character image, logo or barcode a consumer happens to encounter, whether it’s on a poster, in an ad, or in a friend’s home entertainment collection.

Using the app also unlocks discounts on purchases along with trailers, clips, games and other goodies. At the moment, for example, it includes access to the Rio coloring app.

Fox Movie Mall virtual storefronts can be found at the Beverly Center in Los Angeles and 17 other participating Taubman shopping centers nationwide.

“The Fox Movie Mall virtual storefronts are a truly unique experience for mall visitors,” said Mary Daily, president & chief marketing officer WW Marketing for Twentieth Century Fox Home Entertainment. “We are constantly looking for new opportunities to reach consumers and this technological advancement has allowed us to further engage with them by offering a convenient and fast way to get the movies they love.”

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Press release