There are more streaming networks than ever before. So if you have questions about the future of streaming, then you’ve come to the right place. All week long, IGN’s State of Streaming 2.0 initiative will feature reviews and in-depth analysis about the coolest hidden features that streaming services are implementing, the biggest shows coming to streaming in the second half of 2020, and our full review of the new Peacock streaming platform. Today, we’re taking a closer look at Netflix’s interactive space to find out why films like Black Mirror: Bandersnatch are so successful.
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Interactive movies and TV shows are becoming more and more prevalent with each passing year, yet Netflix continues to lead the charge in this particular space by a wide margin. As of the time of this writing, the streaming giant has eight choose your own adventure titles to experience. And while that’s still a small sampling compared to the rest of the streamer’s vast catalog, these stories cover an impressive range of different genres and age groups. If you’re in the mood for a kid-friendly movie, you can check out Puss in Book and Stretch Armstrong, while those seeking more adult-themed content can enjoy Black Mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend.
These interactive titles effectively blur the line between video games and movies, especially if you’re watching Netflix on an X-Box, PlayStation, or Nintendo Switch, which allows you to use your controller to make important decisions that can alter your character’s storyline.
Of course, gaming titles with multiple endings have been around for years, including Mass Effect and Telltale’s The Walking Dead franchise. But when we spoke to Black Mirror creator Charlie Brooker just before the release of Bandersnatch back in 2018, he explained that his characters’ decisions and the outcomes that result from the viewer’s choices are more consistent than those found in video games.
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“I think that’s the challenge games have,” Brooker told IGN. “You’ve set up a character, they’ll have cutscenes where you see their motivation, and then they say all this stuff. But you can make them turn around and beat everyone to death if you want to. Which means you’re playing the most mentally disordered figure there could be. When you’re writing a script, your characters are defined by what they do, more than what they say. As soon as you’re ceding that control to the viewer … it becomes a very real challenge. So hopefully, because of the nature of our story, we’ve got a setup that allows us to keep a consistent character.”
But while these shows do share similarities with popular video games, a source tells IGN that Netflix is not looking to model itself after the gaming industry.
Netflix isn’t the only streaming platform, or network for that matter, using interactive media as a tool. In 2018, HBO’s Mosaic, from acclaimed director Steven Soderbergh, gave viewers the ability to alter the course of a murder investigation using a mobile app, while CBS All Access’ Interrogation series allows you to watch nine episodes in any order you choose, as you to try to piece together clues before watching the revealing season finale. But where these networks have made headway in the interactive space, it doesn’t appear to be at the top of their agendas moving forward.
Netflix, on the other hand, is moving full steam ahead with a slew of new interactive animated titles, including specials from Boss Baby and Last Kids on Earth, according to a report from Bloomberg. Details surrounding Netflix’s other ventures into interactive shows and movies have yet to be revealed, but according to the streaming provider’s Director of Product Innovation, Carla Engelbrecht, the company is actively considering a myriad of genres to explore. “We’re having a lot of conversations about all sorts of different kinds of stories,” Engelbrecht told IGN. “And what I’m really excited about is that this is not just about a couple of genres. It’s that we’re exploring: What is it in horror, what is it in sci-fi, what is in romance or telenovelas, what is it for young adults?”
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While Netflix is often reluctant to reveal specific data points about viewership and overall engagement with its platform, a source familiar with the matter informed IGN that over 94% of Bandersnatch viewers made choices and participated in guiding the story. This means that most viewers took an active role in the story, instead of just passively watching, which you can also do while the story makes a choice for you.
Netflix execs see the streamer as both a content and technology company, which is likely why it’s leading the charge in interactive entertainment. Looking back at Bandersnatch, which had a total of five different endings depending on the decisions you made, the title led Netflix to create a piece of software called a “Branch Manager” system to handle Brooker’s sprawling storylines. The streamer has not revealed just how long it took to develop, according to a report from Vulture, but did say that this new tech will be used in upcoming interactive titles.
Interactive TV and movies may not be for everyone, especially if you just want to watch something in the background while you go about your other activities. However, it’s not surprising that Netflix would be the streamer to lead the charge in this particular initiative, because above all else, Netflix is great at giving its subscribers tons of options when it comes to curating titles across all genres and age groups. Until other networks and studios wise-up to the potential positive engagement that comes from interactive storytelling, Netflix will remain on top.
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David Griffin still watches DuckTales in his pajamas with a cereal bowl in hand. He’s also the TV Editor for IGN. Say hi on Twitter.
Source: IGN.com Netflix's Interactive Movie and TV Show Initiative Explained