Imagine a movie theater experience where the sight of people glued to their phones isn't a source of irritation, but rather a thrilling, integral aspect of the cinematic adventure. Such an extraordinary vision has been brought to life by Japanese production giant King Records with their groundbreaking musical anime feature, "Hypnosis Mic: Division Rap Battle" — billed as the world's first fully interactive theatrical film. Premiering in a mere 85 cinemas across Japan on February 21st, this innovative flick soared to eighth place at the Japanese box office during its opening weekend and has amassed over $5 million to date. Even more astonishing is the fact that over 30% of viewers have returned for multiple screenings.
For the creators of "Hypnosis Mic," repeat viewings are not just a metric of success but a cornerstone of the interactive film medium's allure to both audiences and financiers. To partake in this unique experience, viewers must first install a mobile app on their phones and scan a QR code at the cinema, linking their devices to the specific screening they're attending. The anime unfolds the tale of six battle rap teams vying for musical supremacy and fame, with the narrative structured around a series of rap battles featuring original tracks by prominent Japanese hip-hop groups like Creepy Nuts and Kreva. Throughout the film, viewers are prompted to cast their votes for their desired outcome. These preferences are instantaneously tallied, and the film seamlessly adapts to reflect the collective choice. A single viewing of the full feature spans 100-106 minutes, depending on the narrative path chosen by the audience. In total, the film boasts over five hours of footage, encompassing 48 diverse potential versions.
"The story and the charismatic entertainers who embody the characters truly captivate the audience," remarks Kenji Okazaki, an executive at King Records. "But we've discovered that viewers become even more engrossed in shaping the outcome alongside their fellow moviegoers. Fans revisit the theater multiple times, eager to experience their ideal narrative route, which doesn't always materialize due to the democratic voting process."
Interactive storylines are hardly a novelty in the realms of gaming or even television. In a groundbreaking move in 2018, Netflix introduced the interactive film, "Bandersnatch," as part of the sci-fi anthology series "Black Mirror." Ronan Wong, CEO of Kino Asia, a Hong Kong-based tech firm collaborating with King Records to bring "Hypnosis Mic" to life, elucidates, "What sets 'Hypnosis Mic' apart is its status as the pioneering theatrical embodiment of interactive content, where the audience collectively engages, transcending the solitary experience of a viewer wielding a TV remote or controller at home." He further elucidates, "The experience unfolds on two planes: the content itself and the camaraderie among the spectators."
King Records dynamically publishes the diverse outcomes of audience votes online, empowering viewers to unite beforehand or in real-time to rally behind their favored character. The technology driving these interactive screenings is surprisingly uncomplicated for cinemas. King Records and Kino Asia provide a compact box, roughly the size of two PlayStations, to theaters. This device replaces a DCP and necessitates merely two connections: high-speed internet and a 2K or 4K projector link.
The business model mirrors that of Imax, where viewers are charged a premium ticket price of 2,500 yen in Japan (approximately $18), which is then divided between the theater and King Records. Okazaki is currently at Hong Kong's Filmart content market, seeking potential distribution partners across Asia for "Hypnosis Mic" and its revolutionary technology.
"Hypnosis Mic," the latest chapter in an expansive anime franchise produced by King Records encompassing music publishing endeavors and a beloved anime TV series, promises an immersive experience like never before. Okazaki remarks, "The 'Hypnosis Mic' franchise has already cultivated a fervent fanbase in Korea and China, fueling our optimism that we can soon introduce the allure of interactive cinema to other markets."
