CJ CGV to Develop Audience Participation-Based 'Interactive Cinema'

CJ CGV announced on the 13th that it has signed a strategic memorandum of understanding (MOU) with Aria Studio, a company specializing in generative AI and XR content, to build AI-based audience participation 'Interactive Cinema' theaters and develop content.

'Interactive Cinema' is a screening format that utilizes AI technology to change the content's progression based on audience voice or emotional reactions, providing an immersive viewing experience where the audience directly participates in the content flow, moving beyond the traditional one-way viewing structure.

Through the agreement, the two companies have set key tasks including ▲ building AI-based interactive content theaters ▲ producing and screening audience participation content ▲ reviewing the applicability in theaters and markets, and plan to implement them step by step.

CJ CGV plans to explore the possibility of evolving 'Interactive Cinema' into the next generation 'Next Special Theater' that connects with technology special theaters like SCREENX and 4DX through this project. Additionally, it aims to expand the influx of young audiences in response to the growth of the immersive content market and further strengthen its position as an experiential lifestyle space operator.

This year, three pilot 'Interactive Cinema' contents will be introduced, and various aspects from AI technology implementation to screening suitability and audience reactions will be examined to enhance the format in the future.

CJ CGV's Domestic Business Division Head Jo Jin-ho stated, "This is an important opportunity to see what kind of reactions audience participation content utilizing AI technology can elicit in actual theaters," and added, "We will continue to experiment and develop to lead a future theater experience where technology and content are organically connected."

Aria Studio CEO Chae Soo-eung said, "This collaboration is the starting point of a new genre where the audience and content interact in real-time," and added, "We will create a new realm of AI-based theater content together with CGV."