Los Angeles: News Corp.`s Twentieth Century Fox launched what it calls a "virtual store" to sell movies to Britons through their mobile phones.
On Monday the studio said it rolled out ads in bus shelters in major cities that display a series of movie titles alongside so-called "QR," or quick response codes.
The black-and-white square codes can be recognized by a mobile phone`s camera and a QR code reader app.
After the phone reads the code, it will launch the website of retailer HMV on the movie`s product page. Consumers can purchase either a Blu-ray disc or DVD and have it shipped by mail.
Fox says the project is a pilot program that may be launched in other countries if it is successful. Among the first releases are "Rise of the Planet of the Apes," ``X-Men First Class," and "Rio."