'Divergent' with Shailene Woodley gets app from Comcast, Lionsgate

By Daniel S Levine,

Comcast and Lionsgate are teaming up to launch a special multi-platform app to promote the Divergent franchise, which is fronted by Shailene Woodley. The app will give fans who can’t get enough of the first film new views of scenes and red carpet events.

In a joint statement, the companies said that the app will feature over four hours of exclusive bonus material and interactive content. The app was designed for iOS and will be available for free on the Apple iTunes App Store. Comcast Xfinity subscribers will get access to even more exclusive content and (obviously) a link to buy Divergent at the Xfinity On Demand digital store. The movie will be available two weeks before the Blu-ray and DVD comes out on Aug. 5.

The content for Xfinity subscribers includes the multiple looks at scenes in the film, as well as a feature that lets users walk red carpet events from home.

Comcast and Lionsgate announced last year that the mini-major would be the first studio to develop content for Xfinity and Comcast’s X1 platform.

Divergent was released earlier this year and grossed $150.9 million in the U.S. and $123.9 million internationally. Lionsgate has three more films planned, since the studio will split Veronica Roth’s last book in the trilogy into two movies.

image courtesy of ACE/INFphoto.com

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