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Eko’s ‘That Moment When’ is an interactive comedy series all about social awkwardness


A brand new video series known as That Moment When is just about my kryptonite. And I imply that as a praise.

See, I’m the type of one that has to look at presentations like The Office with my fingers over my eyes. Violence? Gore? Monsters? All high-quality. But introduce any embarrassment or social discomfort, and all of sudden I’m cringing.

That Moment When has various discomfort, and it doubles down through forcing the viewer to take part. The display used to be produced through interactive video startup Eko (previously referred to as Interlude) in partnership with Sony Pictures Entertainment and manufacturing corporate Olive Bridge Entertainment.

Founder and CEO Yoni Bloch famous that this is Eko’s first liberate with Sony, which invested within the corporate closing 12 months. The display used to be created the use of Eko’s Studio product, and it’s designed to sing their own praises the startup’s option to storytelling.

One of the important thing components, Bloch stated, is the truth that there are “no wrong answers” and “losing is just as much fun as winning.” In reality, he’s noticed some audience return and deliberately attempt to make dangerous possible choices, as it’s funnier that means.

What’s maximum spectacular about the series is how the interactivity is absolutely baked into the tale, reasonably than feeling like a gratuitous addition. (It most definitely is helping that the episodes are about 5 mins lengthy, so the gimmick doesn’t put on out its welcome.)

Created and directed through Sandeep Parikh of The Guild and The Legend of Neil, That Moment When follows Milana Vayntrub as Jill, who desperately struggles to bear in mind a forgotten pal’s title at a birthday party (in episode one) after which has to care for the embarrassment of having dumped in public (in episode two). As each and every episode performs, the viewer has to assist Jill out, deciding on how she will have to resolution in particular difficult questions — and likewise, every so often, taking part in different mini video games.

That Moment When is being launched at the Eko web site, and it’ll even be disbursed via different channels like Facebook.

“We don’t really care where you watch it,” Bloch stated.

And whilst the display is unfastened, it comprises what Eko calls its “sparks” advert unit — video commercials which might be better-integrated into the tale than your same old pre-roll or mid-roll. For instance, the corporate says it might display audience a favorable advert after audience have made the suitable determination to assist Jill.

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