Everything is “social” these days, from shopping to keyboards—and even, perhaps, films. The self-described “studio/technology company” Murmur is touting its first production, Him, Her and Them, as a “social film,” defined as a genre that “blends, into one experience, narrative and interactivity and presents it through the lens of social media.” It’s not literally a film (as the creators make clear online) but a Facebook app inspired by transmedia concepts of non-linear storytelling and audience involvement, revolving around the story of a young urban dweller and a riddle.
Could this type of interactive content serve as a marketing platform? Murmur’s Mike Knowlton believes social films can “give brands new opportunities for deeper engagement—the next level of branded content,” as he told us in an e-mail. —Marian Berelowitz
Photo credit: www.facebook.com/HimHerandThem