Applications that consumers can run on their mobile devices while they watch a movie or television show are a hot new commodity for Hollywood studios, this analysis notes. "Obviously it's a new technology, and we really felt going into it that consumers have these devices in the living room, smartphones and tablets, and they're using them not only with television but with movies," said Tracey Garvin of Sony Pictures Home Entertainment. She added, "We wanted to figure out how to extend that on-disc experience and give a more interactive, immersive experience."