Apple Revamps iTunes Extras for Apple TV
Apple is helping its studio partners bolster digital movie sales with a revamped iTunes Extras feature that lets Apple TV users access additional content when they purchase an HD movie.
Previously, iTunes Extras, which features behind-the-scenes footage, director commentary, photo galleries and content traditionally found in the bonus section on a DVD, was only available to people who purchased movies through iTunes' desktop app. Now Apple TV also can access the Extras feature and iOS devices will add Extras capabilities with the launch of iOS 8 this fall.
iTunes offers Extras for hundreds of films. Examples include a feature called Scenes that highlights compelling moments from a film, such as musical numbers from Frozen or an epic battle in 300: Rise of an Empire. Extras also offers HD photo galleries for films such as The Grand Budapest Hotel and The Lego Movie.
Some of the films that currently offer Extras packages on iTunes are 21 Jump Street, Anchorman 2: The Legend Continues, Captain Phillips and The Hunger Games: Catching Fire.
The goal of the extras is to prompt customers to purchase a digital movie, instead of renting or streaming.
"The launch of iTunes Extras on Apple TV offers us the opportunity to engage and further entertain consumers with a robust range of bonus features and special behind-the-scenes extras for some of our most popular films, including recent hits like Star Trek Into Darkness, World War Z and Anchorman 2: The Legend Continues, as well as classic fan favorites like Raiders of the Lost Ark, Mission: Impossible and The Godfather," said Madeline Herdrich, senior vp digital distribution for the Americas at Paramount. "Consumers already know the ease and convenience of digital and now with the new version of iTunes Extras on Apple TV, consumers will be delighted with the next level and truly entertaining digital ownership and movie collection experience."