Cutting the Cord: Apple TV lands 'Snowpiercer' extras

Now there's a new reason to love - or gravitate to - Apple TV.

Apple has updated its iTunes movie service with cloud-delivered extras that make it easier to watch bonus features such as behind-the-scenes videos and cast interviews on Apple TV.

It's more than timely as it coincides with the arrival of a movie with plenty of buzz: Snowpiercer. Described by my colleague and movie reviewer Claudia Puig as 'an ambitious and stylish sci-fi epic,' the film is in the midst of a limited U.S. release (354 theaters) before hitting video on demand this week.

The film, directed and co-written by South Korean director Bong Joon-ho ( Mother, The Host), is an apocalyptic tale of the last living humans and the constantly moving Snowpiercer train they survive on.

That wide digital release means that in addition to hitting iTunes, Snowpiercer is also available via Amazon, Google Play, Vudu and YouTube, as well as on Microsoft Xbox and Sony PlayStation game systems (rentals about $6-up and purchases, $15-up). Pay TV subscribers can watch it on cable and satellite systems, too.

But Apple hopes that movie lovers will opt for purchasing the high-definition version of the film ($14.99) on Apple TV because it has exclusive extra content available now at the film's launch. In addition to interviews with star Chris Evans, there are other short videos about the film, as well as concept art from the film.

Actor Chris Evans (Captain America: The Winter Soldier) in an iTunes Extra interview clip for the film 'Snowpiercer'.(Photo: Radius-TWC/Apple)

The extras are far from exhaustive, and far short of what we can expect on the eventual Blu-ray Disc release. But for movie lovers, every little bit of extra content is cherished. 'The launch coincided really well with Snowpiercer because we were launching in their platform at the time when they are really bringing extras to the front,' says Caroline McKenzie, director of marketing for Radius-TWC (The Weinstein Co.), which is distributing the film.

And the good news is that Apple's updated iTunes Extras lets studios add new content down the road - and a film like Snowpiercer likely has plenty of goodies to come. 'There will be more extras added as we get closer to the Blu-ray release,' McKenzie says. 'That is really great because traditionally you send the Blu-ray and DVD out into the world and it's a fixed object. The idea that if content that enhances the movie becomes available even after the movie launches on Apple it can be added and easily received by the viewer, that is really cool.'

The iTunes Extra revamp is also timely because Apple TV is falling behind competitor Roku in the streaming media player race. In U.S. broadband homes with a streaming media player, 44% used Roku the most in 2013, while 26% used Apple TV, according to research firm Parks Associates. That's a larger gap than in 2012 when Roku had a 37% share vs. Apple TV's 24%.

Last year, Roku accounted for nearly one-half (46%) of all streaming media players sold in the U.S., compared with Apple, which sold 26%.

Roku has built its lead because it's more affordable ($49-up vs. $99 for Apple TV) and has an 'all-you-can-eat' strategy of channels - some, such as Netflix, with monthly fees, as opposed to Apple TV's per-purchase fee model, says Barbara Kraus, Parks Associates' director of research. 'The large number of channels - more than 1,700 - compared with Apple TV appeals to consumer purchasing instincts to get more-for-less or more-for-the-same,' she says.

Perhaps Apple's increased focus on movies for Apple TV will earn it a wider release, too.

'Cutting the Cord' is a new regular column covering Net TV and ways to get it. If you have suggestions or questions, contact Mike Snider via e-mail. And follow Mike Snider on Twitter: @MikeSnider.

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