Research On Interactive Film Or Television And Its Audience Experience

In recent years,due to the further development of digital information technology and human-computer interaction technology,the public’s demand for content and viewing experience of film and television products has become increasingly complex.A new type of film and television and the way of watching movies appear,which is interactive film and television.Interactive film and television is different from the one-way communication and linear narrative mode of traditional film and television in the past.Based on traditional film and television,it integrates digital technology,adopts interactive narrative technique with the help of new media platform,and realizes interactive viewing between man and machine by using interactive interface,which absorbs the relevant characteristics of traditional film and television and video games.This study summarizes the core characteristics of interactive film and television at home and abroad,such as freedom,interactivity,playfulness and immersion,and the differences between interactive film and television and traditional film and television in technology-driven,creative ideas,browsing paths and audience status.By combing the narrative mode,interactive design and media presentation types of interactive film and television works in domestic and foreign markets at present,the author summarizes the unique advantages of interactive film and television in artistry,commercialization,audience participation and communication effect.It also points out the development bottlenecks of domestic interactive film and television,such as weak content,shallow interaction,vague positioning,high cost and green system.Through in-depth interviews,questionnaires and control experiments,this research studies and analyzes the audience experience of interactive film and television,and finds that the audience experience of interactive film and television is influenced by users’ own media literacy,social needs,respect needs and value needs.It is also influenced by the film elements such as the content text,narrative structure,interactive design and media carrier of interactive film and television works.At the same time,the author also found that the viewing experience of interactive film and television audience is different from that of traditional film and television in terms of interest,interactivity,information and readability.On this basis,this study puts forward specific suggestions for the development of interactive film and television production and industry in China: paying attention to the continuity of text content,constantly improving the core technology to support interaction,grasping the boundary with games,linking domestic and foreign film and television game production companies,developing online applications and offline platforms simultaneously,etc.