Warner Bros. Discovery is partnering with blockchain company Eluvio to debut an interactive Web3 movie experience of “The Lord of the Rings: Fellowship of the Ring” (Extended Edition). The film, which will be open for purchase starting today at 12 p.m. ET, marks the launch of WBD’s “WB Movieverse” – and it’s the first time a major studio is releasing a movie as a multimedia non-fungible token (NFT).
The revamped “Fellowship of the Ring” is available in two versions, both of which include over eight hours of special features as well as image galleries, augmented reality (AR) collectibles and the ability to trade the experience in an online marketplace.
The Mystery Edition comes with one of three surprise interactive location-based navigation menus. These are based on locations from the film: The Shire, Rivendell or Mines of Moria. Users will have access to image galleries specific to their assigned location.
Those who purchase the Epic Edition will unlock all three navigation menus and additional image galleries not included with the Mystery Edition. The Mystery Edition will cost $30, while the Epic Edition will be available for $100.
“Lord of the Rings” fans can buy these movie experiences on the WB Movieverse website, where they can create an Eluvio media wallet to purchase the content – either via credit card, debit or cryptocurrency.
A “limited quantity” of the NFTs will be available while supplies last, according to WBD and Eluvio.
“It’s truly designed for a mass consumer audience, not just Web3 enthusiasts, which is why it should, and does, feel so remarkable and engaging,” stated Michelle Munson, founder and CEO of Eluvio.
Eluvio said its content blockchain technology bolsters the Web3 media experience, allowing publishers to directly monetize shows, films, digital collectibles, metaverse experiences and more.
“Warner Bros. Home Entertainment is setting a new bar for innovation in the distribution of home movies by demonstrating the potential of Web3 for consumer engagement, digital supply chain transformation, and new business opportunities,” Munson added.
The release of “The Lord of the Rings” NFTs is timely, given the prequel series to the movie trilogy, “The Rings of Power,” just finished airing. “The Rings of Power,” which drew 25 million global viewers on its opening day, was one of the most watched streaming TV shows in September, per Nielsen.
It’s likely WBD will release more films with NFT experiences, as the WB Movieverse website indicates two additional titles are “coming soon.”