Social Film
Source: fastcompany.com
9 May 2011: Going to the movies with friends has always been an inherently social experience. In the “social film” from Murmur, Him, Her and Them draws on the social interaction of viewers to adapt the viewing experience for their Facebook friends; essentially handing over control of the movie’s action. A Facebook app facilitates the interaction as friends select from the menu of film footage and interactive scenes.
In an interview, Mike Knowlton, one of the founding partners of Murmur, said, “We wanted to develop a film that had both a linear narrative and interactive elements. We also wanted to incorporate some of the social mechanics that are found in social games. The intersection of these two ideas (interactive storytelling and social functionality) formed the foundation for the idea. We saw Facebook as a great platform for this project.”
The film plot tells the story of a man as he navigates through his growing feelings for a girl in his office and his own personal issues. Viewers will see some footage that is straight shot and other footage is moveable and interactive to make up a unique narrative for friends to watch. The technology has plenty of potential for brands who want to use entertainment as the doorway to deeply engage with consumers.
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