Movie and game rental giant Movie Gallery Inc. has unveiled the new DidjaC? application for Apple?s iPhone and two new Web sites for the company's Hollywood Video and Movie Gallery brands.

The new application, which is powered by Atimi Software, lets consumers receive personalized movie recommendations and get up-to-the-minute information on all things movies, bringing the in-store experience to customers via their iPhone. In addition, consumers can buy their favorite films on the Web sites, take advantage of discounts on used DVDs and get free shipping through the end of the year.

?The DidjaC? app is Movie Gallery and Hollywood Video?s guidance tool,? said Cliff Torng, chief marketing officer of Movie Gallery Inc., Wilsonville, OR. ?DidjaC? is a comprehensive and totally custom search and recommendation engine combined.

?We wanted to provide our customers with a convenient tool that brings our entire catalog to their fingertips,? he said. ?With a shake and roll of the iPhone, one can not only find a film to rent or buy, but can also receive recommendations on similar titles for further reference.?

Movie Gallery Inc. is the second-largest North American DVD, video and game rental company. The company operates more than 3,000 stores under the Movie Gallery, Hollywood Video and Game Crazy brands in all 50 U.S. states and Canada.

Based in Vancouver, British Columbia, Canada, Atimi Software is a studio that has produced applications for companies such as ESPN, The New York Times and Donna Karan.

DidjaC?
The target demographic of the iPhone application is consumers ages 18-45 who are movie aficionados.

Key features of the DidjaC? application include Quick Pic, letting application users get an instant recommendation by shaking the iPhone or selecting a specific movie genre.

Consumers can search by actor, movie genre or title to get full movie details, including synopses and "Movie Matches" for similar titles consumers might like.

The application has a New Releases section where users can check out updates on all of the latest and upcoming DVDs and Blu-Rays.

The Store Locator feature helps users find the closest Hollywood Video or Movie Gallery store location.

Users can also watch high-resolution trailers for more than 10,000 movies.

The DidjaC? application is available for free from Apple's App Store, HollywoodVideo.com and MovieGallery.com.

The DidjaC? service is also available in Hollywood Video and Movie Gallery stores nationwide. Select locations will feature DidjaC? self-service kiosks, while employees can help guests in other locations.

While Movie Gallery is continually adding updated features to the current application, the company says that it is absolutely looking into additional smartphone platforms for future release.

To get the word out about this iPhone application, Movie Gallery has interactive, instructional videos in production that the company will place as embedded video ads.

Movie Gallery is placing digital banner ads across movie blogs, online magazines and sites. The company also plans to promote the DidjaC? application within other iPhone applications.

?The DidjaC? app represents both Movie Gallery and Hollywood Video brands,? Mr. Torng said. ?Information about the app is available and can be downloaded for free on both http://www.hollywoodvideo.com and http://www.moviegallery.com.

?Both sites have recently been redesigned to include an ecommerce platform,? he said. ?We are excited about serving our online customers with the ability to purchase films, as well as offering new technology through the DidjaC? iPhone application.?