The interactive movie opens opportunities for branded application – and have implications for storytelling and entertainment properties in general.
Touching Stories is a hybrid video game and form of immersive entertainment that uses the capabilities of the iPad to allow viewers some level of interaction with, and control over, the outcome of the live-action video. Developed by production company Tool of North America, the interactive experience is available today as a free, downloadable app, where viewers can experience four interactive films.
Tool’s directors shot the four films with interactive points built into the plots; considering key actions a user can take with the iPad, the interactive points call for touching, shaking or turning the iPad. Domani Studios provided the technology to connect the film process with the iPad’s multi-touch and accelerometer features, as well as the ability to load videos or visit Web pages. What makes the collaboration’s end product so unique – and impressive – is that the team rebuilt each film’s story within the context of the iPad experience.
“Touching Stories” received major buzz last week at Cannes after Tool delivered iPads pre-loaded with the apps to at least 10 agencies’ chief creative officers. While branded applications for advertisers feels like an obvious fit for this type of interactive experience – and for the iPad – it also raises the question of what implications it bears for storytelling, and entertainment overall. Can musicians, artists, film directors, comedians and other storytellers use this to enhance their content, or to make viewers feel part of their story?
We’ll keep an eye out for Tool and for future applications of this interactive design.
[via Fast Company]