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Domino’s creates online video service for pizza fans

Domino’s Pizza Group has launched a new over-the-top (OTT) video service for UK film lovers called ‘Domino’s Pizza Box Office’, created in partnership with independent studio Lionsgate UK.

The new service allows customers to order their pizza and a movie from the same website, with movies being streamed via broadband to a Web browser, smart phone or tablet. Films will be made available on the service at the same time as they are released for DVD rental.

Films being made available include ‘The Hunger Games’ and ‘What to Expect When You’re Expecting’, as well as classics such as ‘Scream’ and ‘Dirty Dancing’, and new titles will be continually added to Domino’s service.

Movies will be available for 48 hours after redemption of the code provided, and the service requires a minimum broadband connection of 2 Mbps.

Editor’s view: Although entering a crowded marketplace which now includes some major retailers such as Tescos and Dixons Retail, this online video service will undoubtedly appeal to pizza lovers.

Whether Domino’s can sustain momentum beyond the initial marketing buzz remains to be seen though – signing up more film studios and distributors will be key to its success, along with forging alliances with manufacturers of devices such as connected TVs.

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