Thanks to advances in digital technology, entertainment is now delivering richer, deeper and more immersive experiences for audiences. Content and experiences now deftly blend reality with the virtual, offering multiple entry points and deeper experiential layers. Today’s empowered audience expects freedom: to explore, experiment and most importantly, participate.
These concepts reflect a desire on the part of audiences to see themselves at the heart of the action, to actively engage rather than passively consume. Shows that can authentically offer viewer participation will reap the rewards, according to Neil Crombie of TV production company Swan Films. Crombie is executive producer of Grayson’s Art Club, an arts show conceived for lockdown for the British broadcaster Channel 4. The show ditched the traditional format of expert art critics dispensing wisdom and instead created a collective, meaningful experience for the nation.

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It sure sounds like futuristic stuff, but Tõke is convinced that the need for this kind of technology is going to be in-demand sooner than we might think. Mark Zuckerberg has already opined that more than 40 percent of time in VR will be spent on social interactions, which call for realistic avatars. There is similar promise in everything from gaming to retail settings.
Bulletproof the Interrogation borrows heavily from gaming, and content creators are increasingly looking to fuse the thrill of the gaming experience into traditional entertainment mediums. UK startup Maze Theory is currently developing an interactive gamescape based on the hit BBC TV drama Peaky Blinders. Players will be able to enter a meticulous recreation of the world of the Shelby crime syndicate, infiltrating their circle, earning their trust and helping them defeat a rival gang. Peaky Blinders: The Kings Ransom promises ‘humanlike’ interactions, made possible through advanced AI technology which will allow characters to respond in real-time to players’ words, gestures and body language.

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