LOS ANGELES, Nov. 29, 2016 /PRNewswire/ -- In support of the upcoming action/horror film UNDERWORLD: BLOOD WARS, the latest installment in the blockbuster UNDERWORLD franchise, Screen Gems has partnered with the wildly popular platform Snapchat to develop the first-ever sponsored interactive 3D Lens to reach their 150+ million daily users and allow the studio to communicate with Snapchatters 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 29, 2016 but fans will have the opportunity to "snap to unlock" and get a sneak peek via Snapcodes released prior to the launch starting on December 1, 2016. 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 Selene, played by Kate Beckinsale. Coming to theaters nationwide on January 6, 2017 from Screen Gems and Lakeshore Entertainment, UNDERWORLD: BLOOD WARS follows Vampire death dealer, Selene as she fends off brutal attacks from both the Lycan clan and the Vampire faction that betrayed her. With her only allies, David (played by Theo James) and his father Thomas (played by Charles Dance), 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 Anna Foerster, and the screenplay is by Cory Goodman, with story by Kyle Ward and Cory Goodman, and based on characters created by Kevin Grevioux and Len Wiseman & Danny McBride. About Screen Gems Screen Gems is the specialty production division at Sony Pictures Entertainment Inc., which was created to finance and produce moderately budgeted films that are marketed to targeted audiences.