The app is called Best Buy Movie Mode and it's created as a way for movie-goers to interact and become more immersed in the film's they're watching.  It uses a patent-pending technology that will provide enhanced and extra content during both theatrical and DVD viewings of film's.  It features interactive content that will unlock free and exclusive content on a film, as well as serve a more practical purpose in being a theater and Best Buy store locator.

Their first experience is "The Minionator" that will give a deeper experience for the 3D flick Despicable Me.  While you're watching the film the little characters called Minions use a different language, and the Minionator will act as a translator so that you will be able to know what they're talking about.

I think it's a fun idea but outside of this translator I'm not sure what content for other movies would be beneficial and even they seemed reluctant to commit to anything.  “We are not discussing that right now,” said Chris Homeister, general manger of home entertainment group at Best Buy.  Creating this app required deep integration on the filmmakers part by essentially having to create more dialogue just for more interactivity (albeit it's only for the credits).  With all else that goes into filmmaking I can't imagine many studios wanting to add any more to that plate of production time.

While theaters and cell phones have never really gotten along this app is supposed to be far more movie friendly (which is good since it designed for use during a film).  When you fire up the app it automatically dims the screen down, turns your phone onto vibrate and has features designed to discourage texting.  It's an interesting system, but let's face it, if someone wanted to text it'd be as simple as turning off the application.

You can expect the app to become available for download this week.  I've not found a price listed for it anywhere, so I'm willing to say it's free.  At which point it might be worth checking out.

-Jordan