Moving pictures have undergone all sorts of innovations and gimmicks in the past centruy. First there was talkies, then 3D films. Later there was high definition, IMAX then came Vine. Thankfully 'Smell-o-vision' never really took off.

New York start-up Cinematique is pioneering what might be the next trend in moving pictures: touchable videos that allow users to purchase products as the film plays.

Touch and go

While touchscreens are nothing new, the enriched content offered by Cinematique could potentially change the way marketers and retailers promote and sell products.

Using a technology called Motion Touch Enabled (MTE), videos feature small dots as the video plays, which can display information about everything from locations and actors to products. 

Once tapped the dots are overlaid with basic information, and after the video is finished users can bring up more information about the nominated products. 

Product placement

MTE video hasn't been developed for purely commercial reasons – filmmakers can add tags to anything they like. However the potential for brands is huge – from car manufacturers and real estate brands to fashion labels. 

With the explosion of touchscreens and video becoming an increasingly important way for brands to connect with consumers, movies that allow users to buy content directly could open up new revenue streams for businesses.

No word yet on whether lightsabres will be for sale in the upcoming Star Wars films. 

To find out more visit cinematique.com.

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