“Lights, camera, action!” the Mark Viettes Daylily is ready for her close-up. The director watches from the back of the studio as the cameras roll. Joep Paternostre, sans beret, hears the cameras click as they take photos of Madame Daylily, who is not a Hollywood star, but a gorgeous yellow lily.

We are in Waynesboro, VA, in the state-of-the-art photography studio at Bloomaker, the bulb grower that has invented a new floral category with its flowering bulbs grown hydroponically and shipped in water. The home of Long Life Flowers, Holiday Amaryllis and the All-in-One Garden is taking its own experience with quick response codes and moving to a new level with Show 2 Grow films.

A giant smartphone model with time-lapse films of tulips growing drew visitors to the Bloomaker 2012 IFE booth, where Joep Paternostre, co-owner, discussed his hydroponic tulips.One problem with selling flowering plants shipped in the pre-bloom stage is that the customer in the supermarket floral department has to buy only the sprouting bulb, and cannot see the plant in bloom. Photos can help, but movies showing how the plant develops and blooms are better. QR codes typically take the consumer to a grower web site, where they can search for and select a video for their plant, a more cumbersome procedure.

Bloomaker has developed a new patent-pending process with its products’ QR tags that allows shoppers to scan the tag at the store with their smartphones and instantly see on the phone screen time-lapse videos that show the plants growing and opening their flowers, compressing several days as the plant moves from bud to blossom into 20 to 60 seconds.

These Show 2 Grow time lapse movies already have been produced for 3,000 flower varieties, and will eventually number 5,000 and cover all major flowering plants sold in the United States, Canada and Europe, according to Lilian Paternostre, owner of Bloomaker with husband Joep. Ms. Paternostre is chief financial officer for Bloomaker, which will license its videos to growers.

“This has become our second business,” Ms. Paternostre told The Produce News on May 22. The expanding collection on Bloomaker’s web site already has attracted 4.8 million scans, she noted.

Back to Madame Daylily. She stands proudly, the center of red-carpet attention in a new high-tech studio that is part of a 25,000-square-foot greenhouse and laboratory. Madame has just been the subject of thousands of photos. (We could tell you more, but the patent is pending.) They will be condensed into a time-lapse video of 60 seconds or less.

Mr. Paternostre, impresario of this new enterprise, is busy negotiating deals with tag-makers and retailers. “Consumers want innovation, instant gratification and convenience,” he said in an interview. “This gives them all three.”

Meanwhile, back at the studio, the Viettes Daylily shoot has wrapped, as they say in tinsel town, and a new starlet has replaced her on the stage. Cue the close-up for a classy lassie, Classic Pink Tulip, also known as 1306. That’s show biz.