2010

Best Buy Movie Mode

Movie Mode was created as part of an exclusive collaboration with Universal Pictures and tied to the July 9, 2010 release of Despicable Me. It is an exclusive first-of-its-kind mobile application designed to transform the way moviegoers engage and interact with the films they enjoy. It was available as a free download on iPhone, Android, Blackberry, and Windows Mobile platforms.

My Role

At CP+B, I served as the lead experience designer from conceptual studies through launch of the Movie Mode app in theaters working with a small team of producers, art directors and creative engineers.

Explored and tested technical execution options with engineering
Designed and documented end-to-end UX strategy
Designed app information architecture and delivered wireframe specs
Oversaw app visual design and development
Consulted on traditional media and website information for the app

Reality Check

Enjoy the Movie

Please turn off your cell phone and be quiet.

The initial concept that was pitched to Best Buy was to translate the minions throughout the whole Despicable Me movie in theaters. This idea was obviously a bit contentious since 95% of people generally believe it is not ok to use a cellphone in a movie theater or a quiet place. Movie theaters even go so far as to ask customers to silence and put their cellphones away in a movie theater.

So how do we pull this off? We needed to compromise and find a solution that could get the approval of movie theaters and not upset moviegoers, so we adjusted the concept to to only take place during the end credits of the movie when customers are usually starting to leave. In partnership with Universal Pictures, we created additional scenes featuring the minions that played throughout the end credits that were translated by the Movie Mode app.

Fake it ‘til you make it

The app used patented technology to provide enhanced content to movie lovers during both the theatrical and DVD viewing experience. A phone in Movie Mode automatically dims the mobile screen, silences the ringer and discourages texting to ensure audiences have a positive movie-going experience.

In order to ensure this would work, our small team including myself travelled to L.A. to test our prototypes in actual movie theaters on a variety of different phones.