July 20, 2011, 1:51 PM

Lights, camera, m-commerce action!

Mobile app lets consumers customize and share their favorite movie clips for a small fee.

Kevin Woodward

Senior Editor

Lead Photo

Once a personalized clip is created, consumers can share it via social media sites or e-mail.

The thrill of seeing their names in a movie is now available to consumers with a movie clip personalization service from Percy3D. The PercyFX mobile app from the web services company lets consumers place personalized messages in short clips from their favorite movies—and provides PercyFX and film studios with a new revenue stream.

Available now for devices using Apple Inc.’s iOS mobile operating system, the mobile entertainment app was the idea of Julie Steiner, Percy3D president, who has worked extensively with filmmakers in creating three-dimensional special effects. Apple’s iOS is the underlying software for the iPhone, iPod touch and iPad. Versions of the PercyFX mobile app for other smartphones are in development, Steiner says, with an Android version coming later this summer.

After downloading the free app to their phones or other Apple device, users choose a clip from movies such as Back to the Future, Fast & Furious and The Big Lebowski. The next step is to customize the clip. Users get two lines to type in their messages using letters, numbers, the question mark and apostrophe. The software blocks common profanities. The customized clip is created when the Make My Clip button is tapped. Users can share completed clips on Facebook, YouTube and via e-mail.

Steiner has a deal with Universal Partnerships & Licensing for up to 100 clips from Universal movies that consumers can customize. She’s in discussions with a second studio that may permit 250 clips from its film catalog. Clips are sold in a pack of three for 99 cents, 10 for $2.99 and 20 for $4.99. Steiner declined to say how much the studios make from clip sales.

Steiner intends to use social media to promote PercyFX and new clips as they become available.

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