Yeah, they're the Prometheus, Titanic, etc releases coming out.
From Mediamarkt Titanic product page it says this:
"Titanic 3D [Blu-ray 3D + Blu-ray + extra material - 4 Discs] Limited Collector's Edition Steelbook ™. With magnetically fixed 3D Lenticular Cover. Lenticular Cover used as a magnet (Steelbook ™ with printed motif). "
I think the art piece inside the raised frame will be removable from the Steel, and will be the same art as what is underneath, except lenticular.