The movie "Underworld: Blood Wars" has created a "3-D interactive lens" on Snapchat, which is being called a first for a brand.

The studio behind the movie, Sony's Screen Gems, created the 360-degree animated filter for the app. Snapchat pioneered lenses, relying on technology known as augmented reality, which inserts animations into selfies and videos.

Snapchat started this craze but rivals like Facebook are quickly adapting, introducing augmented reality into their video offerings as well.

Snapchat has sold lenses as part of ad campaigns before like one for Gatorade during last year's Super Bowl. The latest for "Underworld" is the first to incorporate a 360-degree view, transforming people's videos into a 3-D-like landscape straight out of the movie.

The studio also is running a "Snap to unlock" campaign for the lens, which is another recent promotional tool from Snapchat. The unlock feature uses a code, placed on billboards and websites, that people scan to get access to the lens.

The studio said the unlock code will start appearing in ads on Thursday, giving consumers a sneak peek at the lens, which will then be available inside Snapchat on Dec. 29.

Here's a look: