Twentieth Century Fox Home Entertainment has today launched its first virtual shop in the UK, powered by HMV’s first-rate mobile app, and housed in high street bus shelters.

The virtual shop allows consumers to scan the QR code of their chosen Blu-ray or DVD with a smart phone. The smart phone will connect the consumer to hmv.com and the product page of the selected item, which the user can then click to take to check-out.

Outdoor media featuring Fox’s virtual shop QR code will appear in London, Manchester, Leeds, Nottingham, Bristol, Glasgow and Edinburgh.

Robert Price, managing director for Twentieth Century Fox Home Entertainment, said: “We’re entering the busiest gifting season of the year when consumers are stretched for time and on the go with their mobile phone in hand. With our virtual shop, we’ve created new distribution points that previously didn’t exist, allowing consumers to instantly shop for everyone on their Christmas list -- just by using their mobile.

“It’s a convenient and easy experience for shoppers, and by leveraging HMV’s user-friendly mobile site, Fox is able to present its Christmas offerings in a fast, yet cost effective manner.”

Mark Hodgkinson, marketing and e-commerce director at HMV, said: “We always look to enable our customers to discover and consume entertainment content in the way that best suits them, and, in an increasingly multi-channel world shaped by mobile technology, we see this innovative partnership with Twentieth Century Fox as a great new way to connect with film fans."