Movies everywhere: VHX releases iOS app, video library

VHX is giving away free films so that everyone will try out its new services: the VHX Library and the VHX iOS app.

“Physical media is fading, and we’re building what we think is the best digital alternative to your DVD library,” VHX cofounder and head of product Casey Pugh said in a release. “We are die-hard video consumers and are constantly thinking about how to build our ideal video experience — hopefully that’s universal.”

The iOS app will both let users keep content offline and stream it to any device with AirPlay, so you can watch on a full TV.

There’s a decent chance that a lot of VHX users out there don’t know they are VHX users. The user experience for VHX is such that the transaction feels like it is one between the fan and the maker of the video, rather than a transaction with a platform.

That decision was strategic on VHX’s part. The company wanted its partners and customers to feel like they were in control. However, with more than a million customers and over a half-million paid transactions, it’s a fair bet that there is a growing base of people who own more than one of their films and might like to keep them a bit more organized.