i-Cinema
i-cinema (short for interactive cinema) is a digital form of film and media art where the viewer actively participates in the story through choice or interaction. I-cinema combines elements of traditional film, computer games and interactive art. The format differs from linear storytelling by allowing the user to influence both the course of the action and the end of the story.
Definition and characteristics
In film studies, i-cinema is defined as a work in which the user's actions influence the narrative. Interactivity can occur through choice points in the film, where the viewer decides which scene to play, or through sensor technology that registers movements, facial expressions or voice commands.
Unlike a traditional film, which is linear and predetermined, i-cinema consists of branching narrative paths. These allow for multiple outcomes, making each viewing unique. Some works may also include interactive interfaces with text, symbols or links leading to alternative scenes or in-depth information.
Historical background
The first experiments with interactive films took place in the 1960s, with the 1967 Czech project Kinoautomat often considered the first interactive cinema film. In the 1990s, digitisation and DVD technology enabled new experiments in user-controlled film storytelling.
The modern evolution took off in 2018 with the Netflix production Black Mirror: Bandersnatch, where the viewer could make choices that directly influenced the actions of the protagonist. The success of the production helped to establish the format in streaming services. Since then, several interactive series and films have been launched, including You vs. Wild and Kaleidoscope.
Technological basis
I-cinema is based on software systems that combine video filming with decision-based coding. When the viewer makes a choice, a corresponding film sequence is activated, creating the illusion of a dynamic narrative.
More recent productions use AI and machine learning technologies to analyse viewer behaviour and adapt the story accordingly. VR (virtual reality) and AR (augmented reality) are also used to create immersive experiences, where the audience moves through a film world and physically influences the story.
Market development
According to international market analyses, the interactive film and TV industry is estimated to have a global value of around USD 3 billion in 2025, and is expected to grow to around USD 7 billion by 2035. This growth is driven by increased demand for personalised content and the widespread use of streaming platforms.
A separate analysis of AI-generated interactive film productions valued the market at USD 1.7 billion in 2024, with an expected annual growth rate of 34.3% until 2034. North America is the largest market area, while the Asia-Pacific region shows the fastest growth.
Relationship to family games and interactive media
I-cinema is closely related to digital family games and interactive entertainment. Both aim to combine social interaction with storytelling through choice and collaboration. Interactive films are often used in educational and cultural contexts as a way to stimulate interactive learning and creative participation.
Aesthetic and scientific importance
In academic film research, i-cinema represents a change in the ontology of the medium: the film work is no longer considered as a static object but as a system created in the encounter between user and technology.
The participatory dimension challenges the boundary between creator and receiver, opening up new forms of narrative aesthetics and media criticism. At the same time, I-cinema has raised debates about how freedom of choice affects dramaturgy and artistic control over film form.
I-cinema is a hybrid between film and games, where the audience actively influences the development of the story. The phenomenon has its roots in the development of cinema and computer games and has gained commercial and artistic importance with digitalisation and artificial intelligence. It is expected to play a central role in the audiovisual culture of the future, acting as a bridge between entertainment, technology and participatory storytelling.
