Here’s how it works. Say you’re using the Google Search app to dig up some dirt on that Ender’s Game movie that doesn’t look very good. If you happen to have the IMDb app installed on your device while you search, you’ll be treated to an info card in that results stream that includes an “Open in app” button. Give it a quick tap and the IMDb app will spring to life and immediately direct you to its Ender’s Game listing.
Naturally, the feature isn’t just limited to showing off movie details — so far the full list of supporters includes Allthecooks, AllTrails, Beautylish, Etsy, Expedia, Flixster, Healthtap, IMDb, Moviefone, Newegg (yes!), OpenTable, and Trulia.