Indian technology startup Vireza is developing a new mobile application that aims to revolutionize the theatrical movie-watching experience by allowing audiences to interact with films in real-time, founder Arjun Nittoor revealed at Film Bazaar.
The technology, developed entirely in-house at the company’s Bengaluru R&D facility, enables moviegoers to participate in key story decisions throughout the film via their smartphones. Upon entering the theater, viewers download an app and scan a QR code at their seat to sync with the ongoing screening.
“The film industry is one of the few sectors where the audience experience has seen minimal technological disruption in theatres,” Nittoor told Variety. “While screen and sound quality have advanced and 3D has been partially adopted, the viewing experience has largely remained the same for decades.”
The system prompts audience interaction approximately every 10 minutes through subtle phone notifications, with the screen automatically brightening to display voting options before dimming again once selections are made.
Vireza plans to debut the technology with a feature-length interactive film in 2026, to be shot in both English and a South Indian language for global release. The company is currently in the development phase and will soon begin trial screenings with multiplex chains.
Nittoor cited CtrlMovie’s previous success in the interactive cinema space. CtrlMovie is known for “Late Shift” and “Traces of Responsibility.”
The startup has spent five years developing what Nittoor describes as “a new science of filmmaking” specifically optimized for interactive cinema, addressing challenges in cinematography, editing, shot composition, and scripting that hampered earlier attempts at the format.
“Despite the proliferation of viewing devices, big-ticket films continue to draw massive crowds to theatres, with box office numbers higher than ever,” Nittoor said. “This demand underscores the potential for a meaningful technology shift that could draw audiences out of their homes and into cinemas.”
Other companies in Asia are also looking at audience-driven storytelling in cinemas. Japan’s King Records is planning to release an animated interactive movie “Hypnosis Mic – Division Rap Battle” that will release in February next year.
Film Bazaar (Nov. 20-24) is the project market component of the International Film Festival of India (IFFI, Nov. 20-28) in Goa.
