Not that the company needs much encouragement. It has already developed software to help organise stories that have endless permutations. It has perfected, or so it hopes, the technical ability to present these tales on multiple platforms around the world simultaneously. And it is calling for producers to submit interactive proposals in genres from horror to romantic comedy while hinting that it already has a few new shows in the works.
The idea behind the interactive push is simple: Viewers will care more if they are complicit.
“If bad things happen, you’ll feel even more crestfallen, because you were responsible,” said Todd Yellin, Netflix’s vice president for product. “If the character is victorious, you’ll feel even more uplifted because you made that choice.”
At a media event late last month at Netflix’s headquarters in Los Gatos, Calif., the “Black Mirror” artistic team and Netflix executives previewed and discussed “Bandersnatch.” The mood was somewhat tentative. The track record of choose-your-own-adventure storytelling, from the “Dragon’s Lair” video arcade game in 1983 to “The Onyx Project,” a 2006 suspense story on DVD, to Steven Soderbergh’s “Mosaic,” a recent HBO mini-series that was also a phone app, falls short of overwhelming.
One problem is that audiences are not clamouring for interactivity. A long time ago, drama was a live, communal experience. Now it comes over all sorts of devices, but almost always is a one-way street. Netflix has an immense hurdle to overcome.
“We’ve learned to press ‘play,’ drop the remote and just lean on back and let the TV wash over us,” acknowledged Carla Engelbrecht, Netflix’s director of product innovation. “I’ve seen 2-year-olds do this.”
Netflix’s first interactive experiment was in 2017 with a cartoon called “Puss in Book: Trapped in an Epic Tale.” It did well enough with kids to push the studio to go ahead with an adult show. “Black Mirror,” which takes a “what if?” attitude to technology loosely inspired by “The Twilight Zone,” was an obvious choice, but Charlie Brooker, the creator, and Annabel Jones, his fellow executive producer, were initially dubious.
Giving lots of options to the viewer while keeping the main character consistent “was a huge nut to crack,” Brooker said. It was a five-week shoot for about two and a half hours of script, a much longer time than a typical episode requires.