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James is a Movie Critic and Celebrity Interviewer with over 30 years of experience as an Award-Winning Filmmaker.

In support of the upcoming action/horror film , the latest installment in the blockbuster franchise, has partnered with the wildly popular platform to develop the first-ever sponsored interactive Lens to reach their 150+ million daily users and allow the studio to communicate with in the most interactive and personal way. The “Underworld 3D Lens” uses a smartphone’s gyroscope to build an immersive 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.

The “Underworld 3D Lens” will be released nationwide on December 29th but fans will have the opportunity to “snap to unlock” and get a sneak peek via released prior to the launch starting on December 1st. The custom Snapcodes will be incorporated and amplified through various social and content partners, TV, and print materials in the weeks leading up to Lens’ release.

As one of the film’s promotional partners, Snapchat’s augmented reality, immersive experience is spreading awareness and excitement for the film. The 3D Lens transports users into Underworld and drops them into a 360-degree environment. By panning to the sides, fans can explore the various worlds from the movie. In addition, the Lens transforms the user into a vampire similar to the film’s lead character , played by .

Coming to theaters nationwide on January 6th, 2017 from Screen Gems and , “Underworld: Blood Wars” follows death dealer, Selene, as she fends off brutal attacks from both the clan and the faction that betrayed her. With her only allies, David (played by ) and his father Thomas (played by ), she must stop the eternal war between Lycans and Vampires, even if it means she has to make the ultimate sacrifice. The film is directed by , and the screenplay is by Cory Goodman, with story by Kyle Ward and Cory Goodman, and based on characters created by Kevin Grevioux and & .

“Underworld: Blood Wars” hits theaters January 8th, 2017

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