TechDirt:

So, yeah. You go to a mall (physical) and download a special app (digital) which you then use to scan a silly QR code (digital) to be sent to a website (digital) to order a DVD (physical) to be shipped to your home (physical). There are a bunch of ridiculous extra steps here and I can’t figure out how any of this makes sense. If you have people in a mall already and you’re trying to get people to buy physical product, why not just let them scan and pick up the physical product? If you’re focusing on the digital components, why require a specialized app that no one’s going to want to download, and then not offer a digital version of the film?