Bazelevs and Microsoft: ScreenReality Interactive Content Platform

Main article: Digital Content

2021: Platform Test Run ScreenReality

On December 2, 2021, Timur Bekmambetova's film company Bazelevs and Microsoft announced the launch of the interactive content platform ScreenReality in test mode. During viewing, the user will be able to click on objects inside the film or series and click on links to online resources and online stores or interact with characters and a plot inside the space of the film.

The launch of the interactive platform will be another step towards turning Bazelevs from a film company into a technology company. Screen-life films showed us our life on the device screen - which we have never seen in a movie before, and this was a revelation. And now the technologies we developed will erase the last border, the invisible wall between the viewer and the action of the film. This is immersivity that even computer games do not give. Such a user experience is the future of the content consumption industry, and we are glad that it begins with our platform, created with the support of our long-time technology partner Microsoft, "said Timur Bekmambetov.

Interactive options on the platform will initially be available for content shot in screenlife format, where the viewer watches the development of the plot, following the screens of computers or smartphones of heroes. For example, a user will be able to look into personal folders on the desktop of the protagonist, click on an Internet resource that interested him, order a product in the online store that the hero uses, or even engage with him directly. Content will also be personalized for a specific user and viewing time with content (for example, it will receive push notifications or targeted ads relevant to the date and region of viewing). In addition, the platform will be able to provide the opportunity to implement plot branches and non-linear endings, mini-games, polls and dialogue with the viewer, as well as help conduct deep analytics of user interaction with content. In the future, interactivity is planned to be introduced into traditional, and not only screenliffe video content.

The results of the first pilot projects showed that more than 80% of viewers prefer interactive viewing. Conversion to target action inside the content averaged 14.5%, and to action after switching to the advertiser's website - 1.4%.

Timur Bekmambetova's company really is not just a film studio - it becomes a full-fledged developer of its own solutions and innovative products, developing the entire ecosystem, "said Kristina Tikhonova, president of Microsoft in Russia. - We have entered into our strategic cooperation with Bazelevs on the digitalization of film production in 2019 and are very pleased with the pace of its development and the results of joint work. I am sure that our companies still have a lot of equally important and innovative joint projects at the intersection of technology and arts.

The platform was implemented due to the company's own technological developments (the patent for the interactive player belongs to Bekmambetov) based on cloud technologies of the studio's strategic partner, Microsoft. To ensure high functionality of the interactive player, the Microsoft Azure Media Services cloud service was used. It provides fast and uninterrupted delivery of media content to a large number of viewers. The platform also plans to use artificial intelligence in the Azure cloud to recognize objects on video and other tasks. WaveAccess and Energy Time also became technology partners for the implementation of the project . WaveAccess adapted solutions to Azure services, and Energy Time provided access to the cloud platform.