Category: Interactive Filmmaking

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How Our In-House Research Drives Interactive Film and Media

The Interactive Filmmaking Lab® has developed its own in-house research, translating empirical study into innovative interactive film and media experiences. From the very beginning, our focus has been on conducting in-house studies, grounded in creative research and user-centred design, so that every project, and interface are both original and ethically developed. In this post, we would like to share how our independent research underpins our creative practice, and invite you to explore our Publications page for full details of our scholarly outputs.

From Questions to Compelling Narratives

Building on early studies into audience interaction, and interactive narratives, we have developed new methods for dynamic storytelling, creating projects that respond to participant and viewer input, environmental and biometric data.
But before we begin writing scripts or sketching interface mock-ups, we identify a set of core questions.






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Image: Clarke, A., and Zioga, P. (2022) Scriptwriting for Interactive Crime Films: the Case of Scapegoat. Interactive Film And Media Conference 2021: New Narratives, Racialization, Global Crises, And Social Engagement, Online. Interactive Film and Media Journal, 2(1): 106-121. doi: 10.32920/ifmj.v2i1.1524.

For example, for This Place Has Its Own Air, we asked: ‘How can interactive video and real-time data visceralisation help audiences connect with their shared environment, and promote the reduction of urban air pollution?’. Our subsequent in-house study combined data visualisation, human-computer interaction, interactive media and video, resulting in a site-specific data-driven video-installation, which premiered at SPARK Festival 2024 in Hong Kong (October 2024).


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Image: Zioga, P. and Weir, C. M. (2023) ‘This Place Has Its Own Air’: A Proof of Concept for Urban Air Quality Data Visceralisation. In: DCAC 2023 5th International Conference on Digital Culture & AudioVisual Challenges. Corfu, Greece & Online, May 12-13 2023.

Iterative Prototyping: Theory Meets Practice

We firmly believe that research should never be an afterthought. Our development cycle emphasises iterative prototyping. By embedding research from day one, we ensure that creativity and rigour develop in parallel. Every hypothesis is tested through low-fidelity prototypes, and feedback loops inform subsequent design decisions. By maintaining full control over our methodology and deliverables, we ensure that our interactive films and media productions not only captivate audiences but also advance the broader discourse around media, technology and human experience.



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Image: Wetzel, V., and Zioga, P. (2022) Paintings Alive: An Interactive Film for Young Museum Visitors. Interactive Film and Media Journal, 2(4): 95-105. doi: 10.32920/ifmj.v2i4.1669.

Learn More

Curious about the studies that inform our work? Visit our Publications page, where you will find comprehensive write-ups of our research on audience participation and interaction, interactive storytelling, adaptive narratives, data visceralisation, user-experience design and more. You can find download links, full citation information and details of outlets.

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Image: Zioga, P. and Vélez-Serna, M.A. (2022) ‘Interaction Design for Audiences: A Proposition for Building Resilience and Recovery for COVID-safe Independent Cinemas’. In: Tsitsou, L., Rana, H. and Wessels, B. (Eds.) (2022) The Formation of Film Audiences: Conference Proceedings. University of Sheffield: The Digital Humanities Institute.

Stay Connected

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Have questions about our methodology or want to explore a research-driven collaboration? Contact our team. We are always eager to discuss new ideas and partnerships.

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The Interactive Filmmaking Lab shortlisted for Scotland Start-Up Awards 2025!

We are thrilled to announce that the Interactive Filmmaking Lab® has been named a finalist ahead of the Scotland final of the UK StartUp Awards – and not in one, but two categories: Creative StartUp of the Year in Scotland and Media & Entertainment StartUp of the Year in Scotland!

The UK StartUp Awards was launched to recognise the booming start-up scene, which has accelerated over the last few years with over 848,000 new businesses founded in the UK in 2024. By joining over 750 businesses that have collectively created more than 4,600 new jobs and generated annual sales of £200 million, we are proud to contribute to the vibrancy of the UK’s start-up scene.

Dr Polina Zioga, founder of the Interactive Filmmaking Lab®, said:

I am incredibly proud of our journey. Being shortlisted is a tremendous honour that recognises our commitment to pushing the boundaries of interactive media and cutting-edge technologies for interactive storytelling, data visualisation, and audience research.

This nomination validates our unique approach – blending cognitive sciences, emerging technologies and over 15 years of creative professional experience – to deliver innovative solutions that engage audiences and drive impactful results.

It marks a significant milestone in our journey to redefine interactive storytelling and audience research across the industry.

Celebrating its fourth year, the UK StartUp Awards, created in collaboration with the team behind the acclaimed Great British Entrepreneur Awards, continues to highlight the success of innovative new ventures.

As Professor Dylan Jones-Evans OBE, the creator of the UK StartUp Awards, highlights:

This year’s finalists embody the very best of entrepreneurial spirit – spotting opportunities and, through dedication, skill, and resilience, turning them into thriving ventures that are making a tangible difference in their industries.

We are honoured to be recognised by an awards programme supported by Airwallex, Ideas Fest, Join Talent, and V Rum – a testament to the vibrant ecosystem fuelling innovation across the UK.

This year’s regional UK StartUp Awards finalists can be found online at https://startupawards.uk/regional-finalists-2025.

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2023: A Year of Interactive Innovation, Commemoration, and Collaboration

As 2023 comes to a close, we reflect on the milestones, developments, and tributes that have defined our journey at the Interactive Filmmaking Lab. From pioneering new services to honouring the legacy of an admired colleague, this was a year of innovation, commemoration, and collaboration.

New Services Launched:
After more than five years of dedicated research and development, we have launched our new services in impactful interactive production, consultancy, and audience research, designed to meet the needs of businesses, organisations, and professionals. Read more…

DCAC 2023 – Bridging Technology, Art, and Culture:
We unveiled our new project ‘This Place Has Its Own Air’, a data-driven video-installation and proof of concept for urban air quality data visceralisation, at the 5th International Conference on Digital Culture & AudioVisual Challenges (DCAC 2023). The project uses real-time air quality data, to enable viewers to have a real-time glimpse of the air they breathe and reflect on the need for reducing the pollution of their environment. Read more…

#IFM2023 – Care, Collaboration and Craft:
The #IFM2023 5th Interactive Film and Media Annual Conference explored ‘Care, Collaboration, and Craft’ in the realm of interactive film and media, bringing together contributions and exhibitions from over 50 presenters from 30 universities and labs worldwide. Read more…

Remembering Professor Patricia Zimmermann:
Professor Patricia Zimmermann, Longtime Professor of Screen Studies at Ithaca College and named in 2021 as the Charles A. Dana Professor of Screen Studies in recognition of her significant contributions, was the epitome of the teacher-scholar. For the Interactive Film and Media Journal Board, and us at the Interactive Filmmaking Lab she has long been a source of knowledge, inspiration, and generous support. Read more…

#IFM2024 – Shaping the Future:
The #IFM2024 6th Interactive Film and Media Conference has announced a call (extended deadline: 8 January 2024), focusing on the themes of ‘Communities – Structures – Entanglements’. Academics and practitioners are invited to submit proposals that blend critical analysis with creativity, push the boundaries of conventional thinking, and contribute to the discourse on the evolving landscape of interactive film and media. Read more…

As we write the final chapter of 2023, we would like to express our heartfelt gratitude to our collaborators, our partners and all of you that have supported us during our journey. Here’s to a year well-lived and to the exciting stories that lie ahead!

Warmest Wishes for a Happy New Year!

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Conference Events Interactive Filmmaking Interactive Media Methods News Research

#IFM2024 Call For Proposals

The #IFM2024 Interactive Film and Media Conference 2024 will take place online, from the 12th to the 14th of June 2024, and has announced a Call for Proposals (deadline: 18 December 2023) focused on the themes of ‘Communities – Structures – Entanglements’. These themes present a rich ground for exploration, innovation, and critical examination in the rapidly evolving interactive film and media domain.

Academics (faculty, researchers, and Ph.D. students), and practitioners (filmmakers, artists, VR and game designers, media producers, etc.) are invited to submit proposals that blend critical analysis with creativity, push the boundaries of conventional thinking, and contribute to the burgeoning discourse on communities, structures and entanglements in interactive film and media. While presenters are encouraged to consider this year’s themes, proposals on matters relevant to the IFM community and beyond are welcome.

Possible topics may include but are not limited to:

  • Innovation in current and emerging structural design in interactive storytelling.
  • Empowerment of communities’ agency and participation in interactive narratives.
  • Visualisation techniques for conceptualising narrative structures.
  • The implications of structures and entanglements in shaping interactive experiences.
  • Role of technology, including AI, in amplifying or restricting agency, whether individual or community-oriented.
  • Impact of cultural and sociopolitical contexts on agency and entanglements.
  • Collaboration and co-creation in building innovative platforms.
  • Case studies highlighting the successful implementation of new structural concepts.
  • Ethics and responsibilities in facilitating agency, navigating entanglements, and designing structures.
  • Exploration of how VR and AR technologies create immersive environments that leverage agency, structures, and entanglements for a richer user experience.
  • Community’s role in shaping inclusive structures and agency within interactive narratives.
  • Societal connections and values in interactive entanglements and their influence on content and experience.

Tribute to Patty Zimmermann:
In honour of distinguished professor and friend Patty Zimmermann, the IFM community will celebrate her contributions to strengthening communities, her careful structuring of entanglements, and her commitment to empowering people to speak. Sessions of the conference will be dedicated to our esteemed colleague, relentless scholar, dedicated social advocate, and a pioneering force in cultivating cross-platform and interdisciplinary engagement.

Full Free Admission:
No fee is charged for presentation and attendance at this conference or publication in the journal.

For full details, visit:

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Conference Events Interactive Filmmaking Interactive Media Methods News Research

‘#IFM2023′

The #IFM2023 5th Interactive Film and Media Annual Conference, is taking place online, from the 7th to the 9th of June 2023. It is dedicated to exploring ‘Care, Collaboration, and Craft’ in the realm of interactive film and media, bringing together contributions and exhibitions from over 50 presenters from 30 universities and labs worldwide.

Academics, practitioners, artists, designers, and producers in the field of interactive film and media are warmly invited to join this stimulating exploration. The conference is designed to harness the transformative power of diverse voices and methodologies, confronting the challenge of polarisation, while fostering diverse voices and inventing innovative, collaborative work practices.

Dr Polina Zioga will chair Panel IV, on Thursday, 8th of June, 18:00-19:30 PM (BST), on The Role of Text and Subtitles in Interactive Platforms and Multimedia Storytelling, Participatory Geographic Information Systems (PGIS), and Making a Riot in the Gaming Space!

The conference is accessible to all with Free Registration.
All video presentations are already available for preview on the YouTube Channel, and the Full Conference Program can be found online.

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‘DCAC 2023′

The hybrid 5th International Conference on Digital Culture & AudioVisual Challenges (DCAC 2023), hosted by the Department of Audio & Visual Arts (Ionian University), is taking place in Corfu (Greece) and online, this week, 12-13 May 2023. The aim of DCAC 2023 is to bring together technology, art and culture in the Digital Era; provide a forum on current research and applications; and deepen cooperation, exchange experiences, and good practices.

As part of the conference, Dr Polina Zioga and Dr Catherine M. Weir will present our new work-in-progress project ‘This Place Has Its Own Air’: A Proof of Concept for Urban Air Quality Data Visceralisation, in Session 2: Digital Culture and Technologies, 12 May 2023, 11:30-12:45 EEST.

How can interactive video and real-time data visceralisation help audiences connect with their shared environment, and promote the reduction of urban air pollution?
‘This Place Has Its Own Air’ proof of concept (Zioga and Weir 2023).

[…] This paper presents ‘This Place Has Its Own Air’, a data-driven video-installation and proof of concept for urban air quality data visceralisation. Its title is based on the seminal memoir The Living Mountain (1977) by Nan Shepherd, and is concerned with the effect of the city’s air (man-made polluted environment) on the body. The video-installation uses the real-time air quality data of the city where it is presented, to create an evocative visceralisation of the bodily experience; enabling viewers to have a real-time glimpse of the air they breathe and reflect on the need for reducing the pollution of their environment. […]

(Zioga and Weir 2023)

You can find here: the schedule and the full list of speakers.

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New Services!

We have been quiet lately, but for a good reason. After more than five years of Research and Development in Interactive Film and Media, we have decided to take the next step in our journey and offer our services to you!

The reason is simple. The use of interactivity in the advertising, film and media sector is already driving the present and future of audience engagement. It creates new audience experiences and leverages new audience insight, but the development and production of interactive media and film can be complex and challenging, and the design of interactive audience research requires specialist expertise.

Whether you are a business interested in interactive advertising; a film and media company looking to develop an interactive production; a business or a filmmaker trying to better understand your audience, we offer:

  • Interactive Film, Media and Advertising Production
  • Interactive Media Consultancy
  • User Experience and Audience Research and Development
  • Interactive Filmmaking Training

Interested to find out more? Interact with us!

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Interactive Filmmaking Museums News People Publications Research

‘Interactive Film and Media 2022’

The #IFM2022 Virtual Conference is taking place online, from the 8th to the 10th of June 2022. This year’s conference reunites academics and practitioners to explore the definitions, terms, practices and conditions of interaction and interactivity in three strands: epistemology, listening, and ecomedia. Apart from the paper presentations, the conference also includes several exhibitions of interactive films.

The Full Conference Program & Registration (Free Admission) are now available: https://journals.library.ryerson.ca/index.php/InteractiveFilmMedia/program. While, the new issue of the #IFM Journal features all the video presentations: https://journals.library.ryerson.ca/index.php/InteractiveFilmMedia/issue/view/133.

As part of the conference, Victoria Wetzel and Dr Polina Zioga will present their research on ‘Paintings Alive: Interactive Films and Video Installations for Young Museum Visitors’, in Panel V ‘Hybrid & Augmented – Extended Experiences in Space’, 9 June 2022, 8:00-9:20 AM (Dallas) / 9:00-10:20 AM (Toronto) / 2:00-3:20 PM (Leeds) / 3:00-4:20 PM (Bayreuth).

[…] our research focuses on the use of interactive video technologies, and factors that can lead into the design of engaging and user-friendly museum experiences for children. To achieve this, a museum was chosen as a case study and a survey was conducted. The results […] led to the production of Paintings Alive, an interactive film for children, based on the museum’s art gallery, and accessible on the visitors’ mobile devices. Our paper also discusses the findings of the project, alongside the challenges and limitations imposed by the COVID-19 pandemic, and offers recommendations for future work. […]

You can find here: the conference program, the full list of video presentations, together with the free registration.

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Brain-Computer Interfaces Interactive Filmmaking Live Brain-Computer Cinema Live Cinema News People Performance Publications Research

‘Was Enheduanna the World’s First Author?’ AramcoWorld Magazine

The ‘Live Brain-Computer Cinema’ research project was featured in the AramcoWorld magazine’s March / April 2022 issue. Dr Polina Zioga was interviewed by Lee Lawrence for her work on  ‘Enheduanna: A Manifesto of Falling’ Live Brain-Computer Cinema Performance, the ‘50-minute mixed-media event [that] broke technological ground’.

In producing Enheduanna: A Manifesto of Falling, which premiered in 2015, Zioga intercut verses from “The Exaltation” with words by Maya Angelou, Virginia Woolf, Theodore Adorno, Pavlina Pamboudi, Marguerite Yourcenar and other writers. The 50-minute mixed-media event broke technological ground […]: As video projections filled a screen, the show’s solo performer and audience members […] wore […] headsets that intermittently picked up brain activity and colored the stage in real time accordingly to the results. […] It was the premiere of a live, brain-computer interface performance, and in it the world’s first author seemed right at home. “The Exaltation,” says Zioga, “is one of these works that is safe to describe as universal and timeless, and therefore contemporary.”

Enheduanna – A Manifesto of Falling’ Live Brain-Computer Cinema Performance featuring Anastasia Katsinavaki at CCA Glasgow, July 2015. Photography: Catherine M. Weir. ©2015 Polina Zioga and Catherine M. Weir.

You can read the full article here.

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Interactive Filmmaking Interactive Scriptwriting News People Publications Research

New Year New Publications!

Here at the Interactive Filmmaking Lab, we have started the New Year with new publications! Hot off the press:

Clarke, A. and Zioga, P. (2022) Scriptwriting for Interactive Crime Films: the Case of Scapegoat. Interactive Film And Media Conference 2021: New Narratives, Racialization, Global Crises, And Social Engagement, Online. Interactive Film and Media Journal, 2(1): 106-121. doi: 10.32920/ifmj.v2i1.1524.

In recent years, the increasing number of interactive films being released, has highlighted the need for further development of methods and criteria that can guide the earlier stages of development, such as the scriptwriting process. Following the framework of interactive storytelling as a spectrum, it is acknowledged that writing a script for an interactive narrative that involves branching path options, or multiple endings, is becoming more common and presents its own challenges. […]

The article is published as part of the Proceedings of the ‘III Interactive Film and Media Conference (#IFM 2021)’ that took place in August 2021. You can read here: the full article and the editorial.

Clarke, A. and Zioga, P. (2021) ‘Celtx Gem split screen view of Scapegoat script’​.​

Also, in press:

Zioga, P. and Vélez-Serna, M.A. (2021 In Press) ‘Interaction Design for Audiences: A Proposition for Building Resilience and Recovery for COVID-safe Independent Cinemas’. In: Proceedings of Audiences Beyond the Multiplex: Understanding the Value of a Diverse Film Culture. Studies in the Digital Humanities. Sheffield: The Digital Humanities Institute.

[…] interaction design and technologies can help independent cinemas to engage and galvanise new audiences to patronise COVID-safe venues. From low-end online platforms to high-end immersive experiences, new technologies are transforming connectivity across society, and have the potential to support access for D/deaf, neurodivergent, and disabled audiences, but adoption by exhibitors is so far limited. We outline the research needs and priorities in this field. These include identifying facilitators and obstacles to industry adoption of interactive forms, and mapping experiences and attitudes across the sector. Together with directions for immediate practical solutions, it is crucial to gather critical data for future research use, in order to pave the way for long-term solutions and design innovation, so that the sector can build resilience, recover and reach underserved audiences.

The article will be published as part of the Proceedings of the Conference ‘Audiences beyond the multiplex: understanding the value of a diverse film culture’ that took place in March 2021. You can read the full article here.