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United States : Lionsgate and Comcast Partner on Multi-Platform Movie Experiences.

Lionsgate and Comcast today announced the expansion of their partnership to create uniquely immersive multi-platform experiences for digital consumers, beginning with the launch of an app for the motion picture Divergent.

With more than four hours of state-of-the-art bonus features and interactive content, the Lionsgate-designed iOS app, which is free to every Divergent fan via the iTunes App Store, includes an authenticated premium experience available to Xfinity customers with the purchase of the film through the Xfinity On Demand digital store.

Xfinity customers will be the first to enjoy Divergent movie scenes from multiple angles, walk the red carpet from the comfort of their living rooms with 360-degree camera views that make them feel as if they are at the premiere, embark on a virtual reality audio experience during a Dauntless initiation and explore the film s fashion through interactive flipbooks. Divergent is available in the Xfinity On Demand digital store, which has consistently been one of the top digital retailers in the U.S., and via digital retailers nationwide two weeks ahead of the blockbuster s August 5 DVD and Blu-ray debut.

The announcement continues the successful partnership formed last year when Lionsgate became one of the first studios to provide digital content for purchase on Xfinity. As part of this ongoing collaboration, Lionsgate will roll out additional title-specific apps built around upcoming releases featuring premium digital content available to Xfinity customers.

"We have been working with Lionsgate and all of our studio partners to launch a product that allows producers, directors, writers, designers and engineers to explore and create next generation digital experiences that expand and extend the life of digital franchises across platforms for Xfinity customers," said Matt Strauss, General Manager and Senior Vice President, Video Services, Comcast Cable. "We are providing studios with a platform to enhance the digital ownership experience by continually adding new content and experiences for customers that will immerse them in the worlds of these films like never before, first on their favorite mobile devices, and soon on the TV via X1."

"We re constantly exploring ways to use new content-gathering technologies to extend our franchises for digital platforms," said Lionsgate President of Worldwide Television & Digital Distribution Jim Packer. "Franchises like Divergent create visually rich landscapes lending themselves to a whole new way of storytelling. 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."

2014 Al Bawaba (Albawaba.com) Provided by SyndiGate Media Inc. ( Syndigate.info ).

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Publication:Mena Report
Date:Jul 23, 2014
Words:425
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