Rather than trying to take an interactive story and jam it into a film formula, he and his team at Walt Disney Animation Studios crafted an original story about video game characters set within the world of an arcade.

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Started in 1987 as a local music show, SXSW has grown into an amazing conglomeration of music, film and interactive shows alongside conferences that run the gamut from gaming to design to TED-like talks.

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When an interactive ad shouts out to Tom Cruise's character in the 2002 film Minority Report: "John Anderton, you could use a Guinness!"

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Following the success of World of Color, ElecTRONica, an interactive evening dance party, launched based off of the success of the TRON: Legacy film.

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