Divergent’s digital release includes multi-platform experience

Lionsgate is offering customers bonus footage and virtual experiences on a mobile app if they download the film from Comcast's Xfinity On Demand digital store.
July 22, 2014

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.”

About The Author
Todd is StreamDaily's U.S. West Coast Correspondent. He has written for a wide range of publications, including The Hollywood Reporter, Variety, the Los Angeles Times, the New York Post, NylonGuys and, yes, even the Weekly World News. Earlier in his career, he served as senior editor for the pioneering alternative movie magazine Film Threat. You can reach him at toddrlongwell[at]gmail.com or on twitter @toddlongwell1


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