Best Buy Co. has expanded its mobile strategy with the launch of the Best Buy Movie Mode 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.

?Movie Mode is a natural extension of what we want to stand for when it comes to delivering unique and compelling entertainment experiences,? said Erin Bix, manager of media relations at Best Buy, St. Paul, MN. ?By creating innovative experiences for moviegoers, we are given the opportunity to continue the evolution with consumers into the growing digitally connected world.?

Best Buy Movie Mode uses new 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 3D 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.

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.

Rewards Zone members can also visit http://www.rewardzone.com 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 application consumers can text the keyword MINION to the short code 332211.

Best Buy is running an extensive marketing campaign to promote the application via TV, online, mobile and cinema advertising.

Despicable Me will also have a presence in-store via end caps and race track branding.

The application will have a presence on in-store media network, Best Buy On. This includes cast interviews, custom animation and interviews with producers.

?While the app will only translate the end credits in the theater version of Despicable Me, the app will translate the Minion language throughout the entire movie on Best Buy?s exclusive Despicable Me DVD released later this year,? Ms. Bix said.

?We?re always looking at ways to innovate in this space and making updates to our already existing apps which we hope will improve the shopping experience for consumers,? she said.