Tag: Interactive Narratives

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About Audiences Data Visceralisation Interactive Filmmaking Interactive Media Interactive Scriptwriting Methods Participants Publications Research UX

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.

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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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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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Interactive Filmmaking Interactive Scriptwriting News People Publications Research

‘Interactive Film and Media 2021’

From the 5th to the 7th of August 2021, the ‘Interactive Film and Media 2021’ conference is taking place online. This virtual edition on ‘new narratives, racialization, global crises, and social engagement’ aims to reflect on the recent changes to the mediascape and the closely related medium of interactive narrative, in its many forms and iterations; and consider the advantages and drawbacks of the current trends in film, media, and interactive narratives.

As part of the conference, Ashton Clarke and Dr Polina Zioga will present their research on ‘Scriptwriting for Interactive Crime Films: The Case of Scapegoat‘ (Panel 4 ‘Full Interactive Experience: Writing, Performance, and Perception’, 6 August 2021).

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. […]

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