The ‘Blockbuster Box’ is designed with two components and four illustrated graphics - a perforated circle in the front of the box and a plastic lens placed in a void on a mini-support that goes into the center of the pizza.
When the pizza arrives, consumers can pop out the hole, push in the friction-fit lens, and use their smartphone to scan a QR code and download a free movie.
The product is targeted towards a younger generation of consumers and following a successful trial has been launched in Hong Kong.
There are four different styles of Blockbuster Box, with each corresponding to the genre of the free movie that comes with it: the Fully Loaded box for action movies, Slice Night for scary movies, Hot & Ready for romance, and Anchovy Armageddon for sci-fi fans.
