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Consumers buying gifts for movie buffs have a new option from

The specialty gift retailer is collaborating with Universal Pictures Home Entertainment to make some of the film studio’s most popular movies available to customers as an add-on purchase. customers now have the opportunity to purchase a digital movie as a complement to their gift, while also letting their gift recipients select the movie of their choice from an assortment of titles.

At launch, hundreds of films from the Universal vault will be available as a digital movie add-on, including a variety of new releases such as “Trolls World Tour” and “The Invisible Man,” along with classics such as “Jurassic World,” “Jaws,” and “Back to the Future.”  Pricing tiers are $6.99 for classic and popular hit films and $9.99 for blockbuster hits and newer releases. 

Recipients can keep the digital movie download, and will receive a curated list of ideas for suggested movie pairings to complement their gifting occasion. Occasions include birthdays, anniversaries, and get well. 

Leveraging the SmartGift artificial intelligence (AI)-based gift experience platform, customers can synchronize the arrival of their digital movie code with their gift delivery. They can also notify the recipient that their gift is on its way. 

Through the messaging app of their choice – email, Facebook Messenger or SMS – recipients will digitally “unwrap” their gift to find a redemption code which will unlock access to a list of films from which they can make their movie selection. Through the free Movies Anywhere digital movie collection app, recipients can instantly redeem their code and view the movie at their convenience on the screen of their choice.

"With many people choosing to stay home, backyards everywhere have been transformed into makeshift movie theatres," said Amit Shah, president, "This exciting collaboration with Universal, together with the unique delivery experience designed by SmartGift, provides a fantastic new way for customers to engage with our brand and connect with each other."

"Digital movie collecting continues to surge and there is no better time to join forces with to innovate that experience," said Michael Aaronson, senior VP, Universal Pictures Home Entertainment. "Now consumers can enrich every gifting occasion with a personalized movie experience that, for the first time, offers the opportunity to pair a digital movie with another gift via a major e-commerce brand. We look forward to expanding this unique add-on offer across the broader portfolio of brands in the coming months."

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