A new video series entitled That Moment When is pretty much my kryptonite. And I mean that as a compliment.
You see, I'm the kind of person who has to watch shows like The Office with my hands on my eyes. Violence? Blood? Monsters? Everything is fine. But introduce any social embarrassment or discomfort, and suddenly I do not care.
That Moment When has a lot of discomfort, and it doubles by forcing the viewer to participate. The show was produced by the interactive video startup Eko (formerly Interlude) in partnership with Sony Pictures Entertainment and the production company Olive Bridge Entertainment.
Founder and CEO Yoni Bloch noted that it is the first version of Eko with Sony, who invested in the company last year. The show was created using the product Eko's Studio, and it is designed to show the approach to starting the storytelling.
One of the key elements, Bloch said, is the fact that there are no wrong answers and that losing is just as much fun as winning. In fact, he has seen viewers go back and intentionally try to hurt choice, because it's funnier that way.
What is most impressive in the series, it is the way the interactivity is fully integrated with the story, rather than feeling like a free addition. (It probably helps that the episodes last about five minutes, so the gadget does not wear out.)
Created and directed by Sandeep Parikh of The Guild and The Legend of Neil That Moment When follows Milana Vayntrub as Jill, who desperately struggles to remember The name of a friend forgotten at a party (in episode one), then must face the embarrassment of being dumped in public (in episode two) ). In each episode, the viewer has to help Jill choose how she has to answer particularly difficult questions – and, occasionally, play other mini-games.
That Moment When is broadcast on the Eko website, and it will also be broadcast by other channels like Facebook.
"We do not really care where you look at it," Bloch said.
And although the show is free, it includes what Eko calls its "sparks" ad block – video ads better embedded in the story than your standard pre-roll or mid-roll. For example, the company says that this could show viewers positive publicity after viewers have made the right decision to help Jill.