A recent announcement by Comcast and Lionsgate furthers the former’s effort to make a deeper footprint in the digital video world. With the upcoming DVD and Blu-ray release of Neil Burger’s “Divergent” on August 5, Comcast is set to launch relevant digital content for Xfinity customers.
For those who purchase the film via Xfinity On Demand, bonus features and interactive extras will be available via a free app designed by Lionsgate for iOS. The app will include scenes from the movie as filmed from a variety of angled cameras and will feature footage from its debut on the red carpet.
“Divergent” premiered earlier this year in March, grossing upwards of $267 million globally. It adapts a young adult series and stars Shailene Woodley, like the hit from YouTube creator and author John Green, “The Fault in Our Stars.”
The app launched yesterday and will be available as well on Comcast’s X1 set-top box. Comcast’s efforts here should not only allow the experience of the feature film to extend across multiple platforms, but it will also expand the cable company’s digital presence.