Grooby Using QR Coding on DVDs for Smartphones

HONOLULU — Grooby Productions has added QR coding to a recent DVD release so consumers can view the movie on mobile devices.

QR code technology has been popular in Asia and is now starting to catch on for smartphones like Apple's iPhone and devices powered by Google Android.

QR codes, or quick response codes, are the matrix that consumers are seeing more often on products, posters and places all over the physical world. The matrix can link to huge amounts of information when scanned through your smartphone's camera.

For Grooby Productions, the transgender-niche specialty studio is releasing "Buddy Wood's Amy Daly, the Translesbian!" with QR codes.

Grooby says it is the first transgender DVD outside of Asia to implement QR coding.

"Grooby hopes to use this technology in bridging the gap between offline promotions and its online brand," the company said in a release. "This innovation would give costumers more ways to interact with their products, allowing customers to make informed and satisfying purchase decisions."