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Shopping from the Big Screen: Mobile Commerce Going to the Movies

Mobile shopping is coming to a movie near you.

Just like the apps Shazam and SoundHound can identify a song in a matter of seconds, there’s now an app to do essentially the same thing for some hit movies playing in theaters or on DVD.

But rather than purchasing a particular song being played, the app offers for-sale items currently seen in the movie, like what a star is wearing in a particular scene.

Those Ray-Bans worn by stars in Horrible Bosses 2? One tap and the $130 item is added to your shopping cart and they’re yours. That Levi’s jacket? For $900, you can have that too. And on it goes.

The iPhone app, TheTake, was just launched so that movie goers and viewers can shop while they watch.

Whether people watching movies will want to fire up their iPhone in a dark theater and have it listen to identify a scene (“Really, officer, I’m not taping the movie, I’m just trying to buy a jacket”) to make a purchase is yet to be seen.

A side value in the app is that it provides a list of what’s trending, based on what movies people are watching and what products they’re buying.

Top trending items today are a jacket worn in Interstellar ($95), Mylon Pantara glasses worn in Transformers ($525) and the suede accented suit in Crazy, Stupid Love (sold out, but a similar one can be had for a mere $1,133).

In a bit of reverse shopping, if you see a product you like in a movie you haven’t seen, the app links you to the Amazon location where you can purchase the DVD.

The company, which raised a couple of million dollars, has a database of 110 movies over which it used automatic content recognition technology to sync with a film and display the products on the screen at that moment.

Whether the app turns some movie watching into a QVC-type shopping experience or draws  curious movie watchers to check out what products in movies are attracting attention are anybody’s guess.

What do you think? Will TheTake take off?

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