Gigaom

MasterCard (s ma) isn’t standing by while rivals such as Visa (s v) and American Express (s axp) move forward with their own wallet apps. The credit card company is rolling out the first trial of its QkR mobile application, a mobile payment app that allows people to interact and initiate payments via QR codes, NFC tags and other technologies.

MasterCard is working with Australian cinema chain Hoyts and Commonwealth Bank on the first pilot of its QkR app (pronounced quicker), which I first wrote about in September. Visitors to high-end Hoyts movie theaters will now be greeted by QR codes and NFC tags on their seat armrest. Using the QkR app, available on both iPhone (s aapl) and Android (s goog), they can scan the QR code, manually enter in the code or tap their NFC-enabled phone on the NFC tag, which pulls up a menu of food…

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