What do you guys think about this guy's take on games and movies merging into an interactive movie you can "play?" Hell, I think most of us have a hard enough time playing a game with long cut scenes, let alone trying to play an interactive movie. 
If you were to take those early attempts, but now allow developer’s access to a full gaming engine you could create a vastly different experience where a game could be embedded into a movie and watchers could, if they choose to do so, drift out of the movie and participate in the game tied directly to the scene elements they were watching.
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