CtrlMovie Ltd is based in Switzerland and makes the CtrlMovie interactive movie format. The player - or audience, because it can also be used for group cinematic experiences - gets to make decisions on behalf of the main character in a film, and sees the consequences of their choices unfold on screen seamlessly without a noticeable gap or edit. "The film never stops. No decision is still an action. The viewers are under the same time pressure as the protagonist, together as a group of people in theatres, or individually on an iPad."