Best Buy Enhances Theatrical and Home Movie Viewing Experience with a First-of-Its-Kind Mobile Application

Best Buy Movie Mode Comes to Life this Summer with Universal Pictures and Illumination Entertainment’s Must-See 3-D CGI Feature Despicable Me

MINNEAPOLIS--()--Best Buy Co., Inc. (NYSE:BBY) today unveiled Best Buy Movie Mode, an exclusive first-of-its-kind mobile application designed to transform the way moviegoers engage and interact with the films they enjoy. Available as a free download, Best Buy Movie Mode comes to life via “The Minionator,” created as part of an exclusive collaboration with Universal Pictures and tied to the July 9 release of its must-see RealD 3-D CGI feature “Despicable Me” produced by Chris Meledandri.

“The Minionator” is Movie Mode’s first film enhancing experience and offers fans a deeper connection to “Despicable Me” by translating for audiences what the film’s mischievous little yellow characters, the Minions, are saying. The app acts as a translator during the 3-D theatrical end credits for the special language of the Minions. The app will also translate the Minion language throughout the entire movie on Best Buy’s exclusive “Despicable Me” DVD released later this year.

Best Buy Movie Mode uses new patent-pending technology to provide enhanced content to movie lovers during both the theatrical and DVD viewing experience. Additionally, it serves as a locator for both theaters showing “Despicable Me” in 3-D and Best Buy stores while also providing an interactive interface to unlock exclusive free digital content, courtesy of Best Buy. A phone in Best Buy Movie Mode automatically dims the mobile screen, silences the ringer and discourages texting to ensure audiences have a positive movie-going experience. Beyond The Minionator, Movie Mode will offer users new movie enhancing experiences and exclusive content for future theatrical and DVD releases.

“Best Buy Movie Mode changes the way audiences connect with great entertainment, both inside a theater and at home,” said Chris Homeister, senior vice president and general manager of the home entertainment group at Best Buy. “The innovative technology, unique to Best Buy, provides us with an opportunity to evolve with customers into the growing digitally connected world. We are thrilled our first partnership is with Universal and ‘Despicable Me’ producer Chris Meledandri. The collaboration throughout this process has been a delight.”

“Throughout the planning for this film, we have been impressed with Best Buy’s vision and its desire to create an innovative experience for moviegoers,” said Stephanie Sperber, president Universal Partnerships & Licensing. “We can’t wait for fans to finally experience ‘The Minionator.’”

Added James Meredith, vice president of marketing for Cinemark Theatres, “Movie theaters and cell phones have never been friends—until now. Because Best Buy Movie Mode disables the ringer, discourages texting and dims the phone screen, all moviegoers can now enjoy a delightful theater experience free from cell phone distractions. Joining forces with Universal to bring ‘The Minionator’ to life, Best Buy is giving movie lovers a truly compelling reason to experience ‘Despicable Me’ in RealD 3-D on the big screen.”

Leading up to the film’s debut, Best Buy’s Reward Zone Silver members will have an opportunity to attend one of several exclusive pre-screenings of “Despicable Me” in 20 markets across the country. RZS members can also visit to enter for a chance to win tickets to the film’s world premiere in Los Angeles on June 27.

Best Buy Movie Mode is expected to be available on most mobile platforms this week including iPhone, Android, Blackberry and Windows Mobile. To learn more and to download The Minionator app, visit or text MINION to 332211.

About Despicable Me

One of the world’s greatest super-villains, Gru (voiced by Steve Carell) is planning the biggest heist in the history of the world: to steal the moon (Yes, the moon!) in Universal’s new 3-D CGI feature, “Despicable Me.” Surrounded by an army of mischievous little yellow minions and armed with his arsenal of shrink rays, freeze rays and battle-ready vehicles, Gru vanquishes all who stand in his way. Until the day he encounters the immense will of three little girls who look at him and see something that no one else has: a potential Dad.

About Best Buy Co., Inc.

With operations in the United States, Canada, Europe, China, Mexico and Turkey, Best Buy is a multinational retailer of technology and entertainment products and services with a commitment to growth and innovation. The Best Buy family of brands and partnerships collectively generates more than $49 billion in annual revenue and includes brands such as Best Buy; Best Buy Mobile; Audiovisions; The Carphone Warehouse; Future Shop; Geek Squad, Jiangsu Five Star; Magnolia Audio Video; Napster; Pacific Sales; and The Phone House. Approximately 180,000 employees apply their talents to help bring the benefits of these brands to life for customers through retail locations, multiple call centers and Web sites, in-home solutions, product delivery and activities in our communities. Community partnership is central to the way we do business at Best Buy. In fiscal 2010, we donated a combined $25.2 million to improve the vitality of the communities where our employees and customers live and work.

For more information about Best Buy, visit


Best Buy
Erin Bix, 612-291-7965

Release Summary

Best Buy enhances the movie-going experience with Movie Mode, a first-of-its-kind mobile application launching in conjunction with the July 9 release of Universal's animated film, "Despicable Me."


Best Buy
Erin Bix, 612-291-7965