EXCLUSIVE: When it comes to titillating genre auds, it pays to have a gimmick, and with Screen Gems upcoming fifthquel Underworld: Blood Wars, they’re partnering with Snapchat again following their success with Don’t Breathe (the label’s highest grossing horror title ever at $89.1M stateside), but this time the social platform has developed the first-ever interactive 3D Lens.
The lens, which will become available on Dec. 29, will be used to reach Snapchat’s 150M-plus daily users and allows Screen Gems to communicate directly with Snapchatters. The “Underworld 3D Lens” uses a smartphone’s gyroscope to build an immersive 360-degree Underworld-themed environment around the Snapchatter rather than the standard overlay to which users are accustomed. As the phone turns, the background adapts to the movement. Fans will be able to “snap to unlock” and get a sneak peek via Snapcodes released prior to the launch, which begins on Dec. 1. The custom Snapcodes will be incorporated and amplified through various social and content partners, TV, and marketing materials in the weeks leading up to Lens’ unveiling. An added bonus: the Lens transforms the user into a vampire much like the pic’s protag Selene, played by Kate Beckinsale.
During August, Screen Gems and Snapchat linked up and released the first ever 360-degree video ad for Don’t Breathe on the social platform. Sony also worked with Snapchat for a sponsored selfie lens in conjunction with Ghostbusters. Underworld: Blood Wars, co-financed by Lakeshore, hits theaters on Jan. 6.