THEATRE AND CINEMA IN THE ERA OF ARTIFICIAL INTELLIGENCE: INTERACTIVE MODELS OF GAMIFICATION

Abstract

The article presents a study of the processes of gamification of the stage and screen arts, outlining the role of artificial intelligence in the formation of new interactive models of virtual communication on the examples of films and theatrical performances. The author observes the expansion of cultural and creative practices, which are directed by the creative and intellectual activity of artists towards virtual forms of communicative interaction, characterised by a high level of technological dependence on digital tools, including artificial intelligence. The study of theatrical performances and films reveals the significant role of artificial intelligence and virtual reality technologies, which are actively used to create new interactive models of communication with elements of gamification. The article analyses the methods of gamification based on the use of game elements in non-game and game socio- cultural practices and contexts, highlights their penetration into various spheres of elite and mass culture, which increases the level of communicativeness, participativeness, audience motivation, has performative and hedonistic functions and is entertainment. Experimental theatrical performances and interactive cinema are considered, where the creation of an alternative reality based on the principle of ‘person in the process’ and ‘choose for yourself’ takes place with the active participation of the audience through the construction of non-linear narratives, that resemble a video game. The gamification of theatrical and cinematic cultural spaces promotes audience engagement through the construction of virtual communication mechanisms with the possibility of creative self-expression, socialisation and identification, which is interpreted by the viewer as self-manifestation in an illusory, alternative reality that he or she chooses and creates.