Today, movie producer Dutch Filmworks launched 'Movie Market' as an application for the iPad tablet computer. The ‘app’ offers nine films to begin with. Before the end of the year, they plan to have one hundred movies available for iPad users.

The Movie Market application of Dutch Filmworks is free to download in app stores and contains nine films ranging in price from € 4.99 to € 9.99. Movie Market also includes free extras, including background information, trailers and wallpapers.

Once the movies are purchased in the "app store" they can be opened in streaming format and need an Internet connection to be viewed. To quickly generate awareness and positive publicity, Dutch Filmworks offers free downloads. Until the end of the month the films 'The Reader' and 'Rambo 4' can be enjoyed for free.

Product Manager Robert-Jan Zuur explains that the business case for movie apps is still experimental. Initially, this application will not generate revenues for Dutch Filmworks. "Ultimately you want this application to contribute to our profits, of course, but our expectation is that this will not be the case within two months. Our first goal is to have Movie Market downloaded as often as possible. Consumers should get used to a free platform to (pre)view trailers or to download wallpapers. The purchase of more (full-length) films will be a natural consequence."

Thus, Dutch Filmworks is trying to win over the general public by offering free or low-priced products. If the consumer is interested, they will go on to buy content or use other paid-services. Besides the two free movies, `movie Market includes the following films in their launch: ‘The Expendables’, ‘Lord of War', 'The Mist', 'Reservoir Dogs', 'Righteous Kill', 'The Bank Job' and 'Earth'.

A week ago, Warner Home Entertainment also introduced film applications for mobile devices. With the so-called 'App Editions', consumers can view special editions of movies and TV shows on their iPhone, iPod touch, or iPad.

With these two initiatives, we gradually see the film industry increase their range of video content for mobile devices. It is now up to the consumer to determine whether the products meet expectations.

Source: Entertainment Business News