There are many apps in iPhone App Store, but there are only a couple that have integrated directly into my life. One is called “Now Playing”. Now Playing is a great example of how lowered barriers to creation can really benefit consumers. It’s also a example of how an individual can create world class services better than those provided by large corporations.

The feature list (from the project’s Google Code site) is amazing — and usually the stuff of fantasy for people tasked with developing ‘convergent’ products. And remember it was done by one guy, with a little bit of help. The app can:

• check rating and reviews from RottenTomatoes and Metacritic
• order tickets directly from participating theaters
• play trailers with a single click
• check out what’s playing at your favorite theater
• keep movie and theater information on your iPhone, even without a network connection

Interested learning the behind the story of this great app I asked Now Playing’s developer, Cyrus Najmabadi, a few questions over email. Cyrus has spent about 240 hours building and maintaining the application, with visual design and translation from 10 volunteers. He’s got one of the best apps in the App Store, he’s had some interesting legal run-ins with Apple, and he’s sharp.

Me: You’ve had some issues with Apple removing your application from the App Store. After this experience think Apple have too much control over their store? Is there anything you’d like to see changed in the relationship between Apple and developers?
Cyrus: I appreciate that Apple has provided developers with teh store, and i feel that the 30% they take is a fair cut.  After all, they provide a friendly and convenient place for users to find apps, a uniform reviewing mechanism, pirating protection, automatic updates, and a whole host of other features.  That said, i think it’s rather draconian to *only* allow users to get apps through the store, and to *only* allow devs to distribute through the store.

If I want to distribute apps on my own I feel I should be allowed to do so.  I realize that by doing that I will give [up] a whole host of features (like free advertising, automatic update notifications, etc.).  However, I still feel the choice should be up to me and not Apple.Me: Now Playing is free. There’s probably a huge opportunity to monetize the app as hundreds of millions of dollars are transacted around films every day. Are you currently collecting affiliate revenues from ticket sales? Have people in the industry contacted you about sponsorship, paid placement, etc?Cyrus: I’ve gotten lots of offers, but so far nothing has really interested me.  First, i didn’t get in this to make money, so i’m not really looking for ways to monetize the app.  There is a donate button, but that’s more about just recouping the cost of becoming an app developer, buying the phone, and keeping me awake with coffee as i improve the app.  That seems like a fair exchange to me : - )   Second, these kind of agreements often come with restrictions and caveats that i’m not comfortable with (like exclusivity).  I feel that the restrictions will end up hurting my customers more than the affiliate relationship will help.  Finally, things like ‘ads’ absolutely drive me nuts.  On a device the size of the iPhone it’s just too intrusive.  I don’t like it, so I don’t want to put my users through it.
Me: Do you have any interest in developing for Android? Perhaps a port Now Playing? Is there anything you like about the Android platform above the iPhone?
Cyrus: Absolutely!  I’d also like to mention that Now Playing is Free and Open Source project.  I wrote it that way so that it could be continually improved by the community.  That improvement could come in the form of new features, or in the form of ports to different platforms.  For example, i’ve gotten people who’ve offered to port this to the Crackberry.  That’s terrific.  I don’t have a BB, nor am i really interested in getting one.  But thanks to other passionate developers, there’s no reason that BB users can’t enjoy this app as well.

Localization has also come from community efforts.  Now Playing has been localized into 9 languages (with more on the way!) thanks to the volunteer efforts of the community.