iPhone integration is the new “it” feature for Blu-ray and DVD discs, as Hollywood seeks to establish itself on the putative “second screen” of today’s Net-connected living rooms.
The new crop of studio iPhone apps are designed to play as the movies run on TV screens — offering value-added interactivity that studios had originally envisioned including on Blu-ray discs themselves. With the newfangled iPhone delivery mechanism, studios hope to gain some coolness cred for disc releases, along with a better shot at sparking movie-based conversations on social networks.
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