Cinema group Hoyts, the Commonwealth Bank and MasterCard are set to pilot a new system inside luxury Hoyts "La Premiere" cinemas that would see moviegoers select, order and pay for food and drinks from their seat.
The new app, QKR on an iOS device
(Credit: Hoyts, Commonwealth Bank)
The pilot app called QkR — pronounced "quicker" — sees a smart ordering service deployed to anyone with an Android or Apple smartphone.
According to Hoyts, this is how the service works:
For the Hoyts pilot, transactions are initiated when the consumer uses QkR by MasterCard to either scan the QR code on the seat table or entering a special QkR label. Consumers with NFC-enabled phones can also tap the label to initiate the experience. The food and beverage menu will launch and menu items can be purchased using the digital wallet the cardholder pre-registers with their debit or credit card details the first time they use QkR.
Once the purchase is confirmed, the order and the seat location are sent to Hoyts staff and is then delivered to the moviegoer's seat without ever having to go near a checkout line.
Delfin Fernandez, CEO of Hoyts, said in a statement that the company is always interested in bringing cutting edge technology to the cinema.
"Hoyts has long embraced new technology to give our guests the ultimate cinema experience. Digital and 3D advances have revolutionised the on-screen magic and now QkR will eliminate the hassle of having to leave the cinema auditorium to place another food or drink order," Fernandez said.
Commonwealth Bank executive general manager of business products and development, Kelly Bayer-Rosmarin, said in a statement that the pilot has been made possible by the bank's recent $1.1 billion core transformation program.
"This is another step forward in the way we are helping to provide Australians and Australian businesses with the very best in convenient payment solutions," she said.
The pilot will roll out to La Premiere cinemas in Chatswood and Moore Park from today. ZDNet Australia is looking to confirm when other cinemas around the country will get the technology.