http://www.gamasutra.com/view/news/290287/How_Sam_Barlows_new_employer_is_trying_to_make_films_interactive.php
There are some people talking about merging games and movies, actually making in-the-cinema style movies interactive. It seems doomed to me. There was a thing called Smell-o-Rama once, where capsules near your chair assaulted your nostrils with different scents based on the movie. It didn't last. I can see a film in the cinema that reacts to the audience in some way ending up the same way.
A 'choose your own adventure' type movie might be cool, but then again, I can see people getting frustrated over it. It'd be more of a single person or maybe small group type experience.
Relevant, script from Futurama.
Monique: [on screen; in movie] Calculon, a fight scene has broken out at the special effects warehouse. Come quickly before a fiery explosion chases someone down a hallway.
[Two laser blasts hit a building behind her. Calculon hangs up.]
Calculon: [in movie] I have no choice but to--
[The scene freezes.]
Mr. Moviefone: [voice-over; in movie] If you want Calculon to race to the laser gun battle in his hover-Ferarri, press 1. If you want Calculon to double-check his paperwork, press 2. Enter now.
["1. Violent Lasergun Battle" and "2. Tedious Paperwork" appear on screen. Confused, Fry presses "1" on his chair.]
Mr. Moviefone: You have pressed 2.
Fry: No, I didn't!
Mr. Moviefone: I'm almost positive you did.
[Time Lapse. Night has fallen outside. Calculon check his paperwork.]