Universal bringing BD-Live integration to the iPhone

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I think this is more gimmick than anything, but it’s interesting to see how creative some of these companies are getting…from online shopping of clothes in movies to now this. Not sure how effective any of this is though. Do you really want to pull out your iPhone during a blu-ray movie instead of just using the remote?

Engadget

At first, the upcoming special edition of Fast and Furious will feature integration with a special iPhone / iPod touch app that’ll allow viewers to control 360-degree models of the cars in the "Virtual Car Garage," but later Universal releases will feature the ability to control movie playback, read annotations while watching your flick, and even download ancillary video content for later playback on the go.

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