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Lionsgate, Comcast Bow 'Divergent' App

22 Jul, 2014 By: Erik Gruenwedel

App offers additional premium content to consumers of the cabler’s digital movie store

Comcast and Lionsgate July 22 announced an expanded partnership, which included the launch of an app for the movie Divergent.

The app, which is available for free from the iTunes App Store, offers more than four hours of bonus features and interactive content available to Xfinity customers with the purchase of Divergent through the Xfinity On Demand digital store.

The first film in a new teen sci-fi franchise for Lionsgate, Divergent will be released at retail Aug. 5, including on DVD and Blu-ray Disc for $29.95 and $39.99, respectively. The electronic sellthrough edition is available now from $14.99 in standard-definition.

Divergent, which stars Shailene Woodley, Theo James, Kate Winslet and Ashley Judd, grossed almost $275 million at the global box office, and the "Divergent" series of books has sold more than 25 million copies.

The announcement continues a 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,” Matt Strauss, SVP and GM of video services for Comcast Cable, said in a statement. “We are providing studios with a platform to enhance the digital ownership experience by continually adding new content and experiences.”

The Divergent app also features technology enabling users to experience a surround sound experience using any brand of headphones, marking one of the first times feature has been included in the special features of a home entertainment release.

The app is a “life cycle” app that follows the movie not only from theatrical through home entertainment release and beyond but is designed to follow the entire trajectory of the franchise. The next film in the series, Insurgent, will be released worldwide March 20, 2015.

“We’re constantly exploring ways to use new content-gathering technologies to extend our franchises for digital platforms,” Jim Packer, president of worldwide television and digital distribution at Lionsgate, said 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.”

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