This is good news for thouse who like special features. Brings the experience closer to that of Optical Disc.
Apple TV has begun offering bonus features with select studio purchases – a feature heretofore reserved for packaged media releases. The idea behind “Extras” is to generate consumer interest in purchasing – not renting – digital content.
Participating studios include Disney (and Pixar), Fox, Paramount, Sony Pictures Entertainment, Universal, Warner Bros., Lionsgate, Starz Digital Media and A24.
The updated version of “iTunes Extras” enables studios to refresh bonus material on consumer purchases for hundreds of titles going forward, including updated interviews with cast and crew, deleted and extended scenes.
Currently available for the Mac and PCs, a version for portable media devices such as the iPad and iPhone is expected this Fall when Apple launches its iOS 8 operating system.
“It brings the consumer a whole new level to [a consumer’s] home video experience,” Mary Daly, president and CMO at 20th Century Fox Home Entertainment, said in a statement. “Apple is helping to take that digital experience to the next level. You now have a substantial amount of people who have access to additional content on the big screen in the living room.”
Indeed, the “Extras” feature enables users to select key scenes in movies, such as musical numbers in Disney’s Frozen, Sony’s Hustle, or battle scenes in Warner’s 300: Rise of an Empire.
“We are all working together as an industry to make a good consumer proposition, and I think that’s a purchase proposition,” Mara Winokur, SVP of digital at Starz Digital Media, said in a statement.