Arjun Nittoor, CEO, Vireza Revolution makes India's First Attempt at Interactive Film Technology for theatres

Arjun Nittoor introduces Interactive Film Technology for Film Theatres in India that will allow movie-goers to control and make choices for the film's hero using an app on their mobile phones while watching a film in theaters, creating a truly immersive and engaging experience.

The prototype, developed by Arjun Nittoor and his talented team including Sai Chaitanya, Pranay, and Rohit, enables a group of people to interact with a smart TV using their smartphones.

Vireza's film-making division is now preparing to shoot its first interactive film, with Arjun not only serving as the producer but also taking on the lead acting role. Other key members of the filmmaking division include Director - Arjun Kumar S, Creative Producer – Shreyas Chinga and Cinematographer – Vishwas Koundinya

About the Technology

The prototype developed by Arjun Nittoor and his team at Vireza is a user-friendly web application, wherein, the audience members can vote on the decisions presented in the film, with the majority vote determining the direction the story takes. This interactive viewing experience can be enjoyed in a in a room, using a TV web browser, where everyone in the room can use their smart phones to vote and watch the video on the TV.

The prototype is just the beginning, as Arjun Nittoor with his team is currently developing a more advanced mobile app designed to interact with films in theaters. This advanced version will include features such as intensity-based interactivity, allowing users to increase the strength of the hero in a fight scene by tapping on their phone screens; sound-based interactivity, where viewers can unlock stylish scenes by shouting or whistling loudly; and AI-based interactivity, in which all the audiences preferences are requested on the app and during the film, the hero directly addresses audience members by name and preferences, making them a part of the film. In each film theater, the audience present will be addressed by name and will be assigned a role in the film, using AI.

The mobile app and theater technology have the potential to revolutionize the film industry by providing filmmakers with a whole new dimension to express their creativity.

The same technology doubles up as an Interactive in-film branding platform, where partnerships will enable brands to integrate their products into a film in the interactive options, while also benefiting from valuable data gathered through audience interactivity. By analyzing which products the audience voted for in each region, brands can gain insights into consumer preferences, making this technology a powerful tool for market research too.

Arjun Nittoor is in the process of assembling a team to establish a dedicated Research and Development (R&D) facility, aimed at creating a new science of filmmaking specifically for interactive films. This facility will focus on developing innovative methods for scripting, cinematography, editing, and music direction that are uniquely suited for this emerging genre.

About Arjun

Born into the illustrious Nittoor family of Karnataka, Arjun's legacy is rooted in both creativity and technology. His great grandfather Nittoor Srinivasa Rao was the Acting Governor and Chief Justice of Karnataka, as well as the first Central Vigilance Commissioner of India. Arjun's maternal grandfather is a renowned author, D.R.Venkatraman famous for writing guidebook for the legendary D.V.Gundappa’s work. Arjun's father, N.C. Raghuram, is a renowned technocrat who has won the CIOL award for being one of the best CIOs in India, pioneering ERP implementation in pharmaceutical manufacturing companies.

With a prestigious education from the Ivy League film school Lee Strasberg, Arjun has been part of an elite group of alumni that includes Scarlett Johansson, Chris Evans, Uma Thurman, and Ranbir Kapoor. He began his career as an actor in popular television series in the Colors TV channel. He has also been actively involved in theater productions, working under the direction of National Award-winning director Prakash Belawadi.

Arjun has gained valuable experience in the feature film direction department, working with State Award-winning director Guru Prasad and star director A Harsha of the Kannada film industry.

In a statement, Arjun Nittoor shared, "Vireza Revolution is dedicated to building a bridge between mobile phones and film theatres, with a range of AI-based deep technologies currently in development. These products, slated for release next year, promise to further enhance audience involvement in the cinematic experience."

In addition to his work in interactive film technology, Arjun Nittoor owns Buzzplosion, a platform connecting brands with South Indian talent for executing ad campaigns.

His "Stairway to Heaven" initiative exports South Indian talent to Bollywood film and OTT production houses.

These ventures are a part of his Vireza umbrella and signify Arjun’s commitment to revolutionizing the film industry through technology, fostering a new generation of Indian film professionals.

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