NEW YORK, Nov. 15, 2017 /PRNewswire/ — “That Moment When,” an interactive comedy series from Eko that allows viewers to shape how the story unfolds, today premieres online and on iOS mobile devices for free. Part of a slate of unique interactive shows produced by Olive Bridge Entertainment  in association with Sony Pictures Entertainment, “That Moment When” is the first major release in a new medium of live-action interactive entertainment. The series features Eko’s new advertising technique, “Sparks,” with inaugural partner Shell and its #makethefuture campaign.

The first two episodes of “That Moment When” are now available at, on Facebook, and via the Eko iOS mobile app. Starring Milana Vayntrub (“This Is Us,” Squirrel Girl in Marvel’s upcoming “New Warriors”) and directed by Sandeep Parikh (“The Guild” and “The Legend of Neil”), the seven-episode series follows Jill, a twenty-something struggling to make her way through life’s awkward moments. Viewers help direct Jill’s path through the maze of her social life, making choices along the way that result in hilarious, and sometimes cringe-worthy, outcomes. New episodes will launch each Tuesday, through December 5th, and all are free.

“‘That Moment When’ is all about thrusting the viewer into those relatable awkward moments. They get control of our lovably-immature protagonist, Jill, as she tries to remember someone’s name at a party, or gets dumped in public, etc., and then watch the playful mayhem that ensues,” said director Sandeep Parikh. “The way Eko’s technology puts the viewer in the driver’s seat to make choices in real time, intuitively and seamlessly, is revelatory. It’s like a TV sitcom and a smart phone game made sweet love and had a beautiful hybrid baby that’s the best of them both.”

“That Moment When” is the first of many interactive shows produced by Will Gluck’s Olive Bridge Entertainment as part of a multi-title agreement between Eko and Sony Pictures Entertainment. “More than ever before, audiences want programs that they can feel closely invested in, and our interactive shows provide just that – an experience that each and every viewer can personalize for themselves,” said Gluck.

Eko, the interactive entertainment company behind Bob Dylan’s “Like A Rolling Stone” music video, Daniels’ “Possibilia,” and Emily Mortimer and Alessandro Nivola’sBroken Night,” is pioneering a completely new medium that allows viewers to shape the stories they watch. Eko’s interactive medium gives limitless creative possibilities to creators of live-action content, letting them tell stories in completely new ways and fostering deeper connections between storytellers and viewers.

“‘That Moment When’ combines interactivity with smart and hilarious storytelling, and gives viewers a first look at the content that can be created with Eko’s technology,” said Eko founder and CEO Yoni Bloch. “This new medium allows viewers to be much more than passive consumers. We believe that interactivity can be a tool for generating empathy and increasing viewers’ investment, immersion, and engagement with the story and characters, and creating an emotional connection.”

“That Moment When” will also showcase for the first time an innovative new form of advertising called ‘Sparks,” with Shell’s award-winning #makethefuture campaign the first brand partner to use Eko’s technique. Sparks respond to the choices viewers make during episodes, resulting in emotionally-intelligent brand messages that bring unprecedented relevancy to the viewer.

Fans can look forward to more unique interactive content to come from Eko, including Sam Barlow’s upcoming re-imagination of “#WarGames,” a spiritual successor to MGM’s three-time Academy Award-nominated 1983 feature film. Eko is bringing the audience-driven interactive experience to viewers and putting them in the middle of a thrilling tale of modern espionage, hacking, and government conspiracy. More information is coming soon.

“That Moment When” is created and directed by Sandeep Parikh, written by Jonathan McCandless, produced by Jeff Winkler, and exec produced by Parikh and Olive Bridge’s Scott S. Kramer.

How to View “That Moment When”
That Moment When can be experienced through desktop, mobile and connected devices via Eko’s mobile app and Eko’s embeddable video player. The Eko iOS mobile app, which includes “That Moment When” and will also distribute future Eko content, is now available as a free download.

A press kit including “That Moment When” images and logos can be found here:

To learn more, please visit, and follow the company on:

About Eko 
Eko is a pioneering interactive entertainment company that lets audiences shape stories as they unfold. Eko’s technology allows viewers to affect, control, and influence interactive entertainment like never before. The company provides a platform for interactive stories and partners with media companies, independent creators and top brands to create deeply engaging experiences for audiences. Stories are distributed through, affiliate partners, and social networks; available on desktop, mobile and connected devices. The company has seven patents for its technology, including its proprietary player and authoring tools. Eko Studio, the company’s suite of authoring tools, is also offered for free to a community of creators who craft their own interactive experiences using Eko’s platform.

About Olive Bridge Entertainment
Olive Bridge Entertainment is a film, television and media production company based in Los Angeles, CA, with overall deals at Sony Pictures and ABC Studios. Founded in 2010 by writer/director/producer Will Gluck, the company produced the Gluck-directed films EASY A, FRIENDS WITH BENEFITS and ANNIE, as well as the Screen Gems remake ABOUT LAST NIGHT. Gluck and Olive Bridge are currently in post-production on the upcoming live-action/animation hybrid family film PETER RABBIT for Columbia, which will be released in Spring 2018.  On the television side, Olive Bridge is a prolific comedy producer with credits including Michael J. Fox’s television comeback for NBC, family sitcom THE McCARTHYS for CBS, and the Annie-nominated Comedy Central animated series MOONBEAM CITY. In 2016, Olive Bridge began a joint venture with Sony and interactive media company eko to produce a slate of digital interactive experiences and programming.

About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., which is a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production, acquisition, and distribution; television production, acquisition, and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. SPE’s Motion Picture Group includes film labels Columbia Pictures, Screen Gems, TriStar Pictures, Sony Pictures Animation, and Sony Pictures Classics.  For additional information, visit

About Shell #makethefuture
#makethefuture is a global energy relay that acts to create smarter solutions that will generate more and cleaner energy across the world. We collaborate with inventors, local communities, engaged citizens and talent to transform lives by putting clean energy initiatives into action.
For more information on #makethefuture, visit

Media contact:
TriplePoint on behalf of Eko 


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