Online video game developer Kuma Games, in conjunction with the American Film Institute's Digital Content Lab, have developed such a storytelling device that merges instantaneous personalization with computer-generated filmmaking.
'With TV, this is simply impossible,' says Kuma Games CEO Keith Halper. 'You can't change things inside video. You can't change them the way that we do in video games and on Web sites. You can't measure their performance in real time. We're taking that stuff from video games and bringing it to TV, which is a huge and important market.'"