Sony Pictures Home Entertainment has started testing advanced features in the iTunes movie versions of Salt, The Other Guys and Resident Evil: Afterlife, including search in script/scene, social sharing, and song playlists.
Buy the Will Ferrell comedy The Other Guys and you'll notice three extras that can't be found on DVD or any other digital platform. A search button allows you to input a word, and any mention of it in the script will be retrieved along with a link to the exact moment in the movie in which the line was uttered. A "clip & share" function lets the viewer take select scenes and post them to social networks. There's also a playlist with songs from the film, which are linked to to places on iTunes where those songs can be purchased.
Those sound like some pretty cool features, with hopefully more to come from further testing and with additional studios getting involved. One thing to note, however, is that Apple still hasn't extended support for iTunes Extras to devices like the iPhone, iPad or iPod Touch. Even the new Apple TV doesn't support the feature, but our hopes are for Apple to pick up the pace and rollout full integration of the service soon if they expect iTunes Extras to actually be a success.
So what do you think of Sony testing out these new features, will it be enough of an added value to help movie sales in iTunes reach their full potential? Let us know in the comments!