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New-Age Personalized Cinematic Experience

Whatifi – the interactive video streaming app gives a new edge to content.

Culture Compass
Culture Compass
GenderFemale, Male, Other
Age BracketTeens, Young Adults, Grown Ups

A quirky entertaining app released a few days ago enables you to be on the directors’ chair, calling it a shot and debating. Whatifi, the new age interactive storytelling app, unlocks the ability to discuss and decide what happens next in the movies you watch with up to 9 friends in a party – offering dozens of plotlines, character arcs, and endings. It has released currently with two films that have been divided into short segments.

At certain plot-defining moments, the audience is presented with multiple choices for the character to choose from and they can vote for the next action. A chat-box is also provided to discussions and come to a unanimous decision for the choice. The application released the movies with 80 different plot twists and turns, giving a consumer a full pack of entertainment. It launched with a script contest aimed at both screenwriters and writer-directors. The contest had a prize pool and aims to have five movies written, funded and released on the app in 120 days.

The startup’s investors include names like Andreessen Horowitz and former Netflix CFO David Wells. They managed to garner upwards of 10 million dollars as an investment for the app. Presently launched as a free app, they do plan on moving to a freemium model later in the future. The app is currently only available for iPhone users.

References – Hollywood Reporter and Business Wire

Culture Compass
Interactive content in movies and plays have been in the industry for years. Whatifi seems to come at a time when personalized and engaging content is in incessant demand in the market. After the successful big-scale production of Netflix's Bandersnatch (an interactive episode under Black Mirror), and its popularity, it is no doubt that interactive storytelling is going to be a big genre in the coming days in the industry. All that needs to be seen is the content and plot quality.


  • Popularity 8.0
  • Inventiveness 6.0
  • Engagement 7.0
  • Human Centricity 5.0

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