South Korean cinema giant CJ CGV is partnering with tech startup Aria Studios to introduce "Interactive Cinema," a new format that utilizes generative artificial intelligence (AI) and extended reality (XR) to allow audiences to influence film narratives in real-time.
The initiative, announced on August 13, 2025, aims to integrate AI into the theatrical environment, enabling viewers to shape storylines through their voice and emotional responses. This move builds on CJ CGV's history of innovative experiences, such as its four-sided ScreenX theaters, which first debuted in January 2025. The first three trial works for Interactive Cinema are scheduled for release in 2025, focusing on evaluating AI implementation, screening suitability, and gathering audience feedback.
Cho Jin-ho, head of CJ CGV's domestic business division, stated, "This project will be an important opportunity to see how AI-driven interactive content can resonate with audiences in theaters." He emphasized CJ CGV's commitment to pioneering future cinema experiences through the integration of technology and content. Chae Soo-eung, CEO of Aria Studios, described the collaboration as the beginning of a new genre where audiences and content engage simultaneously, aiming to establish a new domain for AI-based cinema content.
The integration of AI in filmmaking is rapidly transforming the industry, with generative AI tools streamlining production processes. Industry leaders anticipate AI to be a major force, with a significant percentage of companies already integrating or planning to integrate AI into their production workflows. This trend is further supported by the increasing adoption of XR technologies in entertainment, which create immersive and interactive experiences. This venture into interactive cinema aligns with broader trends in the entertainment sector where audience engagement is paramount, signifying a proactive approach to creating dynamic cinematic experiences that cater to modern audiences.