New features have quietly been introduced to iTunes movies that allow users to search for specific words within a film’s script, and select their favorite clips to share with their friends through social networking sites. The features are being “quietly tested” in recent movies released by Sony Entertainment Pictures, as noted by PaidContent.org.
The movies that are known to include the new features at present are “The Other Guys,” which provides users with a search button enabling them to enter words to be found within the film’s script; and both “Salt” and “Resident Evil: Afterlife,” which include the “clip & share” function that allows users to select their favorite scenes and then share them with their friends through social networking sites. Users also have access to a playlist of songs from the movie and an opportunity to purchase them from iTunes.
The introduction of these new, iTunes-only features gives movie fans an incentive to purchase the latest films through Apple’s iTunes Store, rather than on DVD or Blu-ray. According to PaidContent.org, the capabilities found in the latest Sony movies are unique to iTunes, and not just a repackaging of additional content available on the Blu-ray or DVD counterparts:
“Mind-blowing add-ons? No, but they do represent the intent of studios like Sony, which declined comment, to offer differentiating value on digital platforms from that on DVD, where extras are often nothing more than a collection of additional short videos.”
These new features are only accessible to users who choose to purchase movies from iTunes, rather than rent them.