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The term interactive video usually refers to a technique used to blend interaction and linear film or video.


History

In 1962, Steve Russell, a student at the Massachusetts Institute of Technology (MIT), created
Spacewar! ''Spacewar!'' is a Space combat game, space combat video game developed in 1962 by Steve Russell (computer scientist), Steve Russell in collaboration with Martin Graetz, Wayne Wiitanen, Robert Alan Saunders, Bob Saunders, Steve Piner, and others. ...
, the world's first interactive computer game. In 1967, the first interactive film, The Cinema Machine, was released. While watching this film, the audience in the cinema theatre would choose one of two scenes during the plot fork. Switching between scenes was done manually by the projectionist. In 1972, Philips introduced the first laser disc (LD). Laser disc technology allowed for playback of any video chapter, making interactive video possible. In 1983, Sega released
Astron Belt ''Astron Belt'' (アストロンベルト) is a LaserDisc video game in the form of a third-person, space combat rail shooter, released in arcades in 1983 by Sega in Japan, and licensed to Bally Midway for release in North America. Develope ...
, the first interactive arcade game on LD. Also released in 1983 was
Cinematronics Cinematronics Incorporated was an arcade game developer that primarily released vector graphics games in the late 1970s and early 1980s. While other companies released games based on raster displays, early in their history, Cinematronics and ...
's LD animated Dragon's Lair. During the 1990s, several interactive
Video CD Video CD (abbreviated as VCD, and also known as Compact Disc Digital Video) is a home video format and the first format for distributing films on standard optical discs. The format was widely adopted in Southeast Asia, Central Asia and the ...
formats were available such as
CD-i The Compact Disc-Interactive (CD-I, later CD-i) is a Digital media, digital optical disc data storage device, data storage format that was mostly developed and marketed by Dutch company Philips. It was created as an extension of Compact Disc Di ...
(Compact Disc-Interactive) and Digital Video Interactive (DVI). Since 2000, the LD format has been superseded by the DVD format. In 2008,
YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
added an interactive annotation feature to videos. This feature was disabled in 2019. Netflix started releasing interactive animations in 2016. TikTok announces support for interactive effects in 2021.


Interactive video

Interactive video (also known as "IV") is a form of digital video that supports user interaction. Interactive videos provide the viewer the ability to click, on a desktop, or touch on mobile devices within the video for an action to occur. These clickable areas, or "hotspots," can perform an action when clicked or touched. For example, the video may display additional information, jump to a different part of the video or another video, or may change the storyline.


"Hotspots" In Video

One popular use of interactive video technology is to add clickable points or 'hotspots' to the video. These hotspots allow the viewer to learn more about a particular object, product, or person in the video. A hotspot can trigger content to appear within the video such as text, images, videos or additional web content can be set within an iframe.


"Customizable" online interactive videos

Customizable videos allow the user to adjust some variables and then play a video customised to the user's particular preferences. However the user does not actually interact with the video while it is playing. Recent examples of this form of video include: * Miss Helga—customizable video ad for
Volkswagen Golf The Volkswagen Golf () is a compact car/small family car (C-segment) produced by the German automotive manufacturer Volkswagen since 1974, marketed worldwide across eight generations, in various body configurations and under various nameplates ...
created by
Crispin Porter + Bogusky Crispin Porter + Bogusky (also known as CP+B), a member of publicly traded MDC Partners, is an American advertising agency that employed around 700 people. It was founded in 1988 by Sam Crispin. Crispin then became partners with Chuck Porter ...
and
The Barbarian Group Barbarian is a full-service creative digital advertising agency headquartered in New York City. Since 2001, Barbarian has been creating the future faster and transforming brands through creativity, innovation and technology. Barbarian specializes ...
* Ave a Word—customizable video ad for
Mini The Mini is a small, two-door, four-seat car, developed as ADO15, and produced by the British Motor Corporation (BMC) and its successors, from 1959 through 2000. Minus a brief hiatus, original Minis were built for four decades and sold during ...
created by Glue London - Silver Cannes Lion 2006. * Electric Feel—customizable music video for the so-titled song by the band
MGMT MGMT () is an American indie rock band formed in 2002 in Middletown, Connecticut. It was founded by multi-instrumentalists Andrew VanWyngarden and Ben Goldwasser. Alongside VanWyngarden and Goldwasser, MGMT's live lineup currently consists o ...
.


"Conversational" online interactive videos

Conversational videos allow the user to interact with a video in a turn-based manner, almost as though the user was having a simple conversation with the characters in the video. Recent examples include: *
Subservient Chicken The Subservient Chicken is an advertising program created to promote international fast food restaurant chain Burger King's TenderCrisp chicken sandwich and their "Have it Your Way" campaign. Created for the Miami-based advertising firm Crispin P ...
- a "conversational" interactive video ad for Burger King created by
Crispin Porter + Bogusky Crispin Porter + Bogusky (also known as CP+B), a member of publicly traded MDC Partners, is an American advertising agency that employed around 700 people. It was founded in 1988 by Sam Crispin. Crispin then became partners with Chuck Porter ...
and
The Barbarian Group Barbarian is a full-service creative digital advertising agency headquartered in New York City. Since 2001, Barbarian has been creating the future faster and transforming brands through creativity, innovation and technology. Barbarian specializes ...
Cannes Grand Prix 2005. * A Conversation with Sir Ian - Interactive video interview with Sir Ian McKellen on Shakespeare. Created for the National Theatre by Martin Percy. BAFTA nominee 2007. * A conversation with
Shimon Peres Shimon Peres (; he, שמעון פרס ; born Szymon Perski; 2 August 1923 – 28 September 2016) was an Israeli politician who served as the eighth prime minister of Israel from 1984 to 1986 and from 1995 to 1996 and as the ninth president of ...
the Israeli President, created by interactive media and tech company Eko. * An interactive interview with John Hamm before he hosted the 2013
ESPY Awards An ESPY Award (short for Excellence in Sports Performance Yearly Award) is an accolade currently presented by the American broadcast television network ABC, and previously ESPN (as of the 2017 ESPY Awards the latter still airs them in the form ...
, also created by Eko.


"Exploratory" online interactive videos

Exploratory videos allow the user to move through a space or look at an object such as an artwork from multiple angles, almost as though the user was looking at the object in real life. The object or space is depicted using video loops, not still, creating a more "live" feel. Recent examples include: * The BT Series - Interactive video exploration of the works of Tracey Emin, Anthony Gormley and Rachel Whiteread. Created for the
Tate Gallery Tate is an institution that houses, in a network of four art galleries, the United Kingdom's national collection of British art, and international modern and contemporary art. It is not a government institution, but its main sponsor is the U ...
by Martin Percy. Webby Nominee 2006 and Honoree 2007. * Tate Tracks - Interactive video exploration of various works, allowing the user to listen to music while looking at art. Created for the
Tate Gallery Tate is an institution that houses, in a network of four art galleries, the United Kingdom's national collection of British art, and international modern and contemporary art. It is not a government institution, but its main sponsor is the U ...
by Martin Percy. Part of integrated campaign winning Cannes Gold Lion 2007.


Interactive video in early computer games

The term interactive video or
interactive movie Across the many fields concerned with interactivity, including information science, computer science, human-computer interaction, communication, and industrial design, there is little agreement over the meaning of the term "interactivity", bu ...
sometimes refers to a nowadays uncommon technique used to create
computer game Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This feedback ...
s or interactive narratives. Instead of
3D computer graphics 3D computer graphics, or “3D graphics,” sometimes called CGI, 3D-CGI or three-dimensional computer graphics are graphics that use a three-dimensional representation of geometric data (often Cartesian) that is stored in the computer for th ...
an interactive image flow is created using premade video clips, often produced by overlaying computer-generated material with 12-inch videodisc images (where the setup is known as "level III" interactive video, to distinguish it from "level I" or videodisc-only, and "level II" requiring specially made videodisc players that support handheld-remote-based interactivity without using an external computer setup). The clips can be
animation Animation is a method by which still figures are manipulated to appear as moving images. In traditional animation, images are drawn or painted by hand on transparent celluloid sheets to be photographed and exhibited on film. Today, most ani ...
like in the video game '' Dragon's Lair'' or
live action Live action (or live-action) is a form of cinematography or videography that uses photography instead of animation. Some works combine live-action with animation to create a live-action animated film. Live-action is used to define film, video ...
video like in the video game '' Night Trap''. Compared to other computer graphics techniques interactive video tends to emphasize the looks and movement of interactive characters instead of
interactivity Across the many fields concerned with interactivity, including information science, computer science, human-computer interaction, communication, and industrial design, there is little agreement over the meaning of the term "interactivity", but mo ...
.


Interactive video in YouTube

In 2008
YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
added Video Annotations as an interactive layer of clickable speech-bubble, text-boxes and spotlights. Users may add interactive annotations to their videos and by that a new trend of interactive videos arose, including choose-your-own-adventure video series, online video games using YouTube videos, spot-the-difference-game videos, animal-dubbing and more. In 2009 YouTube added a community aspect to its Video Annotations feature by allowing video owners to invite their friends and community to add annotations to their movies. Around 2010 YouTube released the interactive takeovers, certain channels had the opportunity to integrate an iFrame experience enabling them to include interactive videos. Some of the most successful takeovers were done by brands such as Samsung, Tipp-Ex or Chrome. YouTube discontinued the use of annotations on January 15, 2019.


Interactive video in advertising

In 2014, video marketing platform Innovid was awarded a U.S. patent for interactive video technology. In 2017, the interactive video agenc
Adways
created a specific format called InContent that enables to add interactive ads on a live stream fo
Roland-Garros


Interactive video art

Contemporary interactive video artists like Miroslaw Rogala, Greyworld,
Raymond Salvatore Harmon Raymond Salvatore Harmon (born April 7, 1974) is an American artist who works primarily as a painter. Biography Born in Jackson, Michigan in 1974, Raymond Salvatore Harmon has lived widely throughout the US (New York City; Savannah, Georgia; An ...
, Lee Wells,
Camille Utterback Camille Utterback (born 1970 in Bloomington, Indiana) is an interactive installation artist. Initially trained as a painter, her work is at the intersection of painting and interactive art. One of her most well-known installations is the work ''Tex ...
, Scott Snibbe, and
Alex Horn Alexander Francis Horn (14 August 1929 – 30 September 2007), known also as Alex Horn, was a playwright, author, and an accused cult leader. According to Rick Alan Ross Rick Alan Ross (b. 1952) is an American deprogrammer, cult specialist ...
have extended the form of interactive video through the dialog of gesture and the participatory involvement of both active and passive viewers. Perpetual art machine is a video art portal and interactive video installation that integrates over 1000 international video artists into a single interactive large scale video experience.


Interactive video in VJing

Technically
VJing VJing (pronounced: ''VEE-JAY-ing'') is a broad designation for realtime visual performance. Characteristics of VJing are the creation or manipulation of imagery in realtime through technological mediation and for an audience, in synchronization ...
is also about creating a stream of video interactively. this involves the user/operator to mix video clips, runtime plugins, and FX to the music's mood, bpm, and vibe.


Interactive video in research

The human-computer interaction (HCI) research community as well as the multimedia research community have published several works on video interaction tools. A survey is provided in Klaus Schoeffmann, Marco A. Hudelist, and Jochen Huber. 2015. Video Interaction Tools: A Survey of Recent Work. ACM Comput. Surv. 48, 1, Article 14 (September 2015), 34 pages.
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See also

*
Cybertext Cybertext is the organization of text in order to analyze the influence of the medium as an integral part of the literary dynamic, as defined by Espen Aarseth in 1997. Aarseth defined it as a type of ergodic literature where user traverses the ...
*
Hypermedia Hypermedia, an extension of the term hypertext, is a nonlinear medium of information that includes graphics, audio, video, plain text and hyperlinks. This designation contrasts with the broader term ''multimedia'', which may include non-interacti ...
* Interactive movies *
Interactive art Interactive art is a form of art that involves the spectator in a way that allows the art to achieve its purpose. Some interactive art installations achieve this by letting the observer walk through, over or around them; others ask the artist ...
*
LaserDisc The LaserDisc (LD) is a home video format and the first commercial optical disc storage medium, initially licensed, sold and marketed as MCA DiscoVision (also known simply as "DiscoVision") in the United States in 1978. Its diameter typical ...
* Participatory cinema


References

{{DEFAULTSORT:Interactive Video Interactive films