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.
Edit: There actually are some rides which have stuff like vibrations or air puffing at you, but it's limited to tactile and environmental experiences and it's limited to rides AFAIK.
They actually did choice-movies back in like the 1950s. Branching movies where the audience votes. But the costs involved are prohibitive (if you really allow choice) or it's a fake-choice, and thus it doesn't work twice.
With "fake-choice" the movie branches then rejoins, repeatedly. With that, any number of choice points never needs more than twice the run-time of footage. So if the experience goes for 2 hours and there are 20 choices, you get 1 choice every 6 minutes, and need to make< 4 hours of footage, and you get 2^20 possible movies. But you could adapt that by saying that the final 1-2 choice points are open-ended, so you could e.g. say honestly there are 1 million different possible movies and 4 possible endings, and still around only 4 hours of footage you need to film. Basically this would be like a visual novel in structure, but shot as a live action film.
But if you actually branch, then the costs involved would clearly be astronomical compared to the benefits. If the branches occur every X minutes, then your amount of needed footage doubles for each consecutive X minute block. If there are N blocks, then you need to make X * (2
N - 1) minutes of footage. e.g. for the two hour movie with a choice every 6 minutes (well 19 choices since the first 6 minutes has no choice), the amount of footage needed for
true free-will would be 6291450 minutes. Basically 12 years of original footage. But you'd truly have 500,000 possible endings! In fact, half your footage (6 years worth of film) would be just the various endings.