M-Go, a new digital store to rent or buy movies and television shows online that's backed by DreamWorks Animation and Technicolor, made its debut Friday.
With movies from every major studio except Walt Disney Studios and programs from most major television companies except CBS and Disney-owned ABC, M-Go's offerings are similar to those of rivals already in the market such as Apple's iTunes and Wal-Mart-owned Vudu. Prices, typically starting at $4 to rent movies and $10 to buy them, are identical as well.
However, M-Go is attempting to differentiate itself through a primarily visual interface it touts as easier for consumers to use. On the website, users scroll through floating images of movies and television series, rather than scroll through lists that include text. It also features a mix of personalized content based on user preferences, highlights curated by the company, and search.
For content M-Go doesn't have available, such as Disney movies, it provides links for users to buy or rent from other services.
An app is already available for Google Android smartphones and tablets and will ship on Internet-connected TVs and other devices from partners including Samsung, Vizio, LG and RCA.
M-Go is supporting Ultraviolet, the digital locker service backed by every major studio except Disney, in a bid to encourage consumers to keep buying movies online instead of just renting them. It allows users who purchase a movie to access it on a wide variety of devices and any participating service.