Interactive Media Puts Audiences In Charge Of Content

Interactive Media Puts Audiences In Charge Of Content

A crop of movies and TV series are allowing viewers to vote on plot developments, choose-your-own-adventure style

Carissa Chesanek
  • 18 june 2018

Social media is created by its audience—and soon, other forms of entertainment could follow suit, including traditionally passive ones like film and television. As PSFK outlines in our CX Playbook, brands across industries face an increasing demand to invite fans into the research and development process. Entertainment companies have long relied on audience feedback, but they are also testing out more interactive ways to get viewers involved. 20th Century Fox is producing a movie based on the Choose Your Own Adventure books, which allows the audience to guide the storyline by voting on what happens next via a mobile app.

The studio is collaborating with Kino Industries, an interactive movie company, and using its CtrlMovie app. Throughout the flick, audience members will vote on the actions of the character during the most crucial points, deciding the overall outcome without interrupting the screening.

“This interactive experience, and the passionate, creative team behind this project, allow the true spirit of the beloved book series to fall into the hands of fans around the world,” 20th Century Fox’s president of domestic distribution Chris Aronson told Variety.

Consumers saw something similar when the crime thriller Late Shift (produced by Kino Industries) opened in 2016, giving the audience the power to decide the many plot twists during a theatrical screening. Throughout the movie, the viewers use the app to choose what the character does and says, making for a variety of different end results.

But movies aren’t the only place to see this type of interactive play—there are also television series in the works. The #WarGames series on interactive streaming platform Eko uses video chat as a way for the audience to interact with various characters and scenes, depending on their story preferences.

“We got the idea that if we give people that environment and give them some level of interaction, some reason to be touching the screen, then it will draw them in closer into the experience,” #WarGames creator Sam Barlow told Engadget. “And we can possibly create something which lets you feel like you’re sat in the conversation with these people, hanging out with these other people online.”

CtrlMovie | #WarGames

+cx playbook
+interactive media
+Shopper Marketing

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