Special features are no longer limited to your DVD player: Comcast partnered with four Hollywood studios to launch "enhanced movie extras" on Xfinity X1.
Customers can now access bonus content with the digital purchase of participating titles. That includes interactive attractions such as games, 360-degree maps, and set tours, as well as photo galleries and clips that contextually update as the movie plays.
"Features will evolve and vary by title," according to Comcast, which expects to add more studios and movies to its current lineup from initial partners Universal Pictures Home Entertainment, Lionsgate, Paramount Home Media Distribution, and Sony Pictures Home Entertainment.
"We're excited to work with these studios on this ground-breaking innovation to redefine the home entertainment movie-watching experience," Daniel Spinosa, general manager of movies, pay-per-view, and commerce at Comcast Cable, said in a statement.
Through Dec. 25, subscribers can test drive the new program with free access to 16 online experiences from recent films including The Secret Life of Pets, Jason Bourne, Mockingjay Part 2, Hotel Transylvania 2, Underworld, Nerve, and Warcraft.
Kids can tap into Sony's Hotel Transylvania 2 Monster Mixology memory game, while Star Trek Beyond's Scene Peeler gives folks an inside look at the visual effects process—from pre-visualization to final screening.
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"This kind of immersive feature enhances the viewing experience and gives fans a deeper appreciation of the filmmaking process," Tripp Wood, senior vice president of Paramount's digital sales and distribution, said.
"We are optimistic that collectively we can inspire broad adoption across the digital landscape and usher in a new category of entertainment," Michael Aaronson, senior vice president of Universal digital distribution, added.
Comcast's X1 platform got a boost last month with the official integration of Netflix, which promises customers a "seamless" move between the streaming app and their cable service.