As a tech enthusiast and cinema lover with a soft spot for innovative ideas that redefine traditional experiences, I’m genuinely thrilled about Arjun Nittoor’s venture, Vireza. The concept of interactive movies, allowing audiences to influence the narrative in real-time, is a game-changer that I’ve been eagerly waiting for.
At Film Bazaar, Vireza’s founder Arjun Nittoor shared that his Indian tech startup is working on a groundbreaking mobile app. The aim of this app is to transform the way we enjoy movies in cinemas by enabling viewers to actively participate and engage with films as they unfold in real-time.
The technology, exclusively created within the company’s Bengaluru Research and Development center, empowers cinema-goers to influence significant storyline choices throughout a movie using their mobile phones. As they enter the theater, patrons download an application and scan a QR code on their seat to coordinate with the ongoing film screening.
In his conversation with EbMaster, Nittoor noted that the film industry is among a small number of sectors where theater-going experiences have seen limited technological revolution. Although screen and audio quality have improved significantly and 3D technology has been incorporated to some extent, the overall viewing experience has essentially remained unchanged for several decades.
Every ten minutes or so, the system encourages audience engagement via gentle smartphone alerts, causing the screen to illuminate to show voting choices which then fade away once votes have been cast.
Vireza intends to unveil its innovative technology through a full-length interactive movie in 2026. This film will be produced in both English and a South Indian language, for a worldwide launch. At present, the company is engaged in the development phase and will shortly commence trial screenings with multiplex chains.
Nittoor referenced the past triumphs of CtrlMovie, particularly their expertise in the interactive cinema field, which includes productions like “Late Shift” and “Traces of Responsibility.
The company has been working tirelessly over a period of five years to create an innovative approach to movie-making, which Nittoor refers to as “a novel science of filmmaking.” This new method is tailored for interactive cinema, aiming to surmount hurdles in cinematography, editing, shot arrangement, and scriptwriting that previously impeded the success of this format.
Although there are numerous options for watching movies at home, blockbuster films are still attracting enormous audiences to movie theaters, with ticket sales reaching record highs,” Nittoor pointed out. “This trend suggests a significant change in technology that could entice viewers away from their homes and back into movie theaters.
Other Asian firms are exploring audience-participation cinema narratives too. Specifically, Japan’s King Records is set to unveil an interactive animated film titled “Hypnosis Mic – Division Rap Battle,” which is slated for release in February of the upcoming year.
From November 20th to 24th, Film Bazaar serves as the market segment for the International Film Festival of India (IFFI), which takes place from November 20th to 28th in Goa.
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2024-11-21 09:17