A poor use of a QR Code: The Mechanic Movie

Not sure what the marketing people in charge of promoting the movie “The Mechanic” coming out in January  thought of using a QR code in an in-theater promo were thinking.

My wife and I went to see the TRON the Legacy at a local multiplex theater; the 7 p.m. show.  We bought our popcorn and drinks and sat on some benches waiting for the 4 p.m. show to end so we could enter and find a seat.




A plasma screen showing upcoming attractions was near by and just by chance I noticed a QR code appear on one of the promos.  I had to try and see how the movie’s promoters are using this new marketing tactic.

The QR code was for the movie The Mechanic, so I grabbed my Smartphone, launched my barcode/QR code reader and waited for the next cycle when the promo and QR code would return.

I snagged the code and my phone launched my Opera browser.  I eagerly awaited to see where I would be taken with this new technology.

Would I see a great landing page designed for a Smartphone, maybe with a special offer or code to use to get an advance showing or reduced price ticketsNope.

The QR code went to the regular Flash-based web site, as as many of you know, Smartphones do not have browsers with Flash support.  All I saw was an error message stating what I already knew, that my device could not launch a Flash-based web page.

Not only did the marketing team fail big time in using a QR code, they obviously have no clue on how to effectively use it by sending the user to a mobile web page tailored for the most common device that will capture the QR code: a Smartphone.   “A” for effort, “F” for execution.

Not only am I disappointed, but also turned off from seeing the movie.

What do you think?

Bookmark A Poor Use of using a QR Code

About Jeff Quandt

Jeff Quandt is an Inbound and Digital Marketing Strategist and owns On-Q Marketing LLC. He helps businesses get found in a Google Search bringing prospects to business' website to generate leads.

Then through Inbound Marketing tactics qualify the lead, nurture the lead, and ultimately converting the lead/prospect into a customer.


  1. americas job coach says

    I saw the movie “The Mechanic” at the cheap seats theater and enjoyed the well done movie. Amazing that a tight show in which everything was done right did everything wrong on their promo side. They need you, “Jeff the Mechanic” to fix their stuff! Imagine–a middle aged dude from Nebraska being more savvy than they young Hollywood types. Way to go, On-Q Marketing!

  2. Paul, Thanks for the feedback and the kudos. After digging a bit deeper I find out that an Android phone would be able to view the Flash-based mobile site. Since Apple does not support flash on the iPhone and any Windows mobile 6.x phone would never be able to view the mobile site.

    I can’t comment on the movie since I have seen it. One thing I can comment on is the explosion of QR and MS tag codes I am beginning to see. One Coupon for Orville Redenbacher’s new Microwave popcorn in a bowl took me to a web site that launched a YouTube video (that I can see on my phone) and I did buy a box, just to try it out.

    B2B companies really need to be more proactive in using QR and MS tag codes, especially if they are techy type companies. How much more techy can a QR code and a mobile web site be? I am currently reworking my web site and building a mobile site to go along with it, so I can use these codes in my marketing.

Subscribe ToQ-Tips News

Join our mailing list to receive the latest news and updates from On-Q Marketing.

You have Successfully Subscribed!

Pin It on Pinterest

Share This