In an effort to boost dipping home entertainment movie sales by leveraging smartphone technology, Twentieth Century Fox and US shopping center developer Taubman Shopping Malls have begun a year-long partnership that will bring Fox Movie Mall virtual storefronts to at least 18 Taubman malls in the US.

Consumers can pick a movie title from the interactive wallspace, then use a new Fox Movie Mall app for iOS and Android devices (out today) to scan a QR code which takes them online to finalize their movie purchase for shipment directly to their home.

The app features 50% discounts on purchases and gives consumers access to the RIO coloring app, as well as games, trailers, movie and TV clips.

The new initiative is timed with home entertainment release of Fox’s Alvin and the Chipmunks: Chipwrecked movie.