Arjun Nittoor, the founder of the Indian technology firm Vireza, disclosed at Film Bazaar that the company is creating a new mobile application that would transform the experience of watching movies in theaters by enabling viewers to engage with the films in real time.

The technology, which was created wholly in-house at the company’s research and development department in Bengaluru, allows viewers to use their smartphones to vote on important plot points during the movie. To keep up with the current screening, patrons download an app before entering the theater and scan a QR code at their seat.

“The film industry is one of the few sectors where the audience experience has seen minimal technological disruption in theatres,” Nittoor stated. “While screen and sound quality have advanced and 3D has been partially adopted, the viewing experience has largely remained the same for decades.”

The screen automatically brightens to show voting options and dims again when choices are made. The system uses discreet phone notifications to encourage audience participation around every ten minutes.

In 2026, Vireza intends to introduce the technology with a full-length interactive movie that will be produced in both English and South Indian for international distribution. The business is presently in the development stage and will shortly start doing multiplex chain trial screenings.

CtrlMovie’s prior success in the interactive film industry was mentioned by Nittoor. CtrlMovie is well-known for “Traces of Responsibility” and “Late Shift.”

In order to overcome the difficulties in cinematography, editing, shot composition, and writing that plagued previous attempts at the format, the firm has spent five years creating what Nittoor refers to as “a new science of filmmaking” that is especially tailored for interactive cinema.

“Despite the proliferation of viewing devices, big-ticket films continue to draw massive crowds to theatres, with box office numbers higher than ever,”  Nittoor stated. “This demand underscores the potential for a meaningful technology shift that could draw audiences out of their homes and into cinemas.”

Other Asian businesses are likewise investigating audience-driven narrative in motion pictures. In February of the following year, Japan’s King Records intends to release “Hypnosis Mic – Division Rap Battle,” an animated interactive film.

Perplexity, an artificial intelligence search firm, opened a shopping hub on Monday to draw people to its platform in an effort to challenge Alphabet-owned Google’s hegemony in the search engine market.

Supported by Amazon (AMZN.O) founder Jeff Bezos and top AI chipmaker Nvidia (NVDA.O), the company launches a new tab and will provide users with product cards that display pertinent goods in answer to shopping-related queries.

According to the company, each card offers product facts in an eye-catching manner.

Shopify (SHOP.TO), one of the platform integrations that powers the new functionality, provides access to up-to-date and pertinent information on products from companies on the Canadian e-commerce platform worldwide that ship to the United States.

The goal of e-commerce platforms has been to attract more merchants by utilizing more AI-powered solutions.

‘Snap to Shop’ is a visual search engine featured in Perplexity’s online shopping rollout that displays products based on users’ pictures of an item.

The features will initially be introduced in the US before moving on to other regions; however, no timeframe has been given.

Additionally, Perplexity is launching a “Merchant Program” to enable shops to communicate with the company about its products.

Earlier in November, Reuters reported that the business was raising $3 billion in new funding.

Since the generative AI pioneer added a number of new search features to ChatGPT, OpenAI has become a direct rival of Perplexity, which has been seeking to broaden its product line.

A fresh all-secondary investment of $153 million has raised the valuation of Indian nutrition startup HealthKart to almost $500 million, according to two people with knowledge of the situation.

Private equity companies ChrysCapital and Motilal Oswal co-led the investment, which was one of the biggest for an Indian consumer business this year. Avendus Capital provided financial advice. The round also included participation from asset manager Neo Group and A91 Partners. At one point, the startup was worth $350 million.

According to the sources, some of the original investors in the firm sold their shares to the new backers. Peak XV, formerly Sequoia India and Southeast Asia, has sold the shares it purchased for around $15 million for nearly $120 million, effectively exiting the firm. Temasek, Sofina, and financial management IIFL are also supporters of HealthKart.

HealthKart, a company based in Gurugram, announced $118.5 million in revenue for the fiscal year that concluded in March 2024, solidifying its standing as the biggest consumer nutrition platform in India. The firm offers health accessories and protein supplements for sale.

The 13-year-old company, which split off from online drugstore startup 1MG, announced on Thursday that it is repurchasing $6.5 million worth of employee shares. In the fiscal year that concluded in March, the startup was EBITDA profitable.

“The Indian sports nutrition market, currently underpenetrated, is expected to expand due to a rise in fitness awareness and the increasing importance of nutrition and protein,” said Arpit Vinayak, VP at ChrysCapital, in a statement.