U release can be rented via social site

With “The Big Lebowski” debuting on Blu-ray, Universal is also offering the film via rental on Facebook.

Deal marks the latest pic rental opportunity through the social network, after Warner Bros. and Paramount started making pics available in March.

“Lebowski” will be available to rent through the film’s fan page for 30 Facebook Credits, worth $3, for 48 hours in the U.S. only. The pic is R-rated, so renters must be 17 years of age.

Rentals will be done through a “Social Theater” application that U designed, enabling viewers to comment on memorable quotes and scenes as well as see comments that friends and other “Lebowski” fans on Facebook have made while watching the movie. Users who rent the film will be able to pass along a $1 discount for rentals to five friends through Facebook’s “Buy With Friends” platform.

The “Social Theater” technology was developed with Milyoni.

After testing Facebook rentals with “The Dark Knight,” WB expanded the number of titles it offers with “Harry Potter and the Sorcerer’s Stone,” “Harry Potter and the Chamber of Secrets,” “Inception,” “Life as We Know It” and “Yogi Bear.”

In July, Par began renting “Jackass the Movie,” “Jackass 2,” “Jackass 3,” as well as digital features “Jackass 2.5″ and “Jackass 3.5,” through the “Jackass” page on Facebook.

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