Lionsgate announced on Tuesday that it is goosing its post-theatrical release of the sci-fi hit Divergent by offering fans a supplementary multi-platform digital experience in partnership with Comcast.
Customers who purchase the film through Comcast’s Xfinity On Demand digital store can download a free iOS app that gives them access to 4 hours of bonus features and interactive content. They will be able to view scenes from multiple angles, virtually walk the red carpet at the film’s premiere with 360-degree camera views, and explore the film’s fashion through interactive flipbooks.
Lionsgate is sweetening the deal by offering Xfinity downloads of Divergent two weeks ahead of the film’s Aug. 5 DVD and Blu-Ray debut.
“Franchises like Divergent create visually rich landscapes lending themselves to a whole new way of storytelling,” said Lionsgate president of worldwide television and digital distribution Jim Packer, in a statement. “The development of the Divergent app and its premium content specifically for mobile devices is just one of the ways we’re monetizing our brands and driving demand for EST.”