Some of the industry's leading independent stores are testing the power of the new QR (quick response) codes in a New Year promotion.

Members of the Covenant Group are distributing a January 2011 sales flier featuring the codes—which offer links to online content—on four movies highlighted in the promotion.

Users will find trailers for Billy: The Early Years, The Secrets of Jonathan Sperry, Maggie's Passage and Mandie and the Cherokee Treasure. The titles are included in a “Great movies, great values!” special offering for $6.97 each.

The same code appears on one of Covenant's in-store endcaps “so that if a customer is in the store and wants to view a trailer, they can snap it with their smart phone and view it right there in the store as well,” said Covenant President Chuck Wallington.

“As far as I know, we’re the first marketing group or chain to utilize these in catalogs and fliers,” he said. “We’re sort of waiting to see what response we get, but I think the technology is fascinating.”

Meanwhile, WaterBrook Multnomah has announced that it is adding QR codes to its in-store shelf displays.

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