Snapchat is teaming up with Screen Gems, a division of Sony Entertainment again for its upcoming release Underworld: Blood Wars. And this time the company is going to develop its first ever interactive 3D lens. The promotional 3D lens will launch on December 29th, ahead of the release of the latest installment in the vampire-themed movie, starring Kate Beckinsale.
By turning the smartphones, Snapchatters will be able to adapt the immersive Underworld-themed 3D environment to their movements. This 3D lens creates an immersive underworld-themed 360-degree environment using a smartphone’s gyroscope, allowing the user to transform into a vampire.
Screen Gems teamed up with Snapchat during August to release their first ever 360-degree video ad for Don’t Breathe, the label’s highest grossing horror title ever. In the past, Sony teamed up with Snapchat for a sponsored selfie lens in conjunction with Ghostbusters. Also, there was a promotional tie-in with Twentieth Century Fox for the blockbuster X-Men Apocalypse.
Users will be able to get an advanced look at the 3D lens before its official release by snapping codes. The custom Snapcodes will appear on various social media and on TV and different marketing materials in the weeks leading up to the lens’ releasing. Underworld: Blood Wars hits theaters nationwide on January 6.