Sony Pictures Entertainment sees an opportunity in video entertainment that empowers viewers to shape the story line.

The studio announced today that it has made a strategic investment in Interlude, a company that specializes in interactive storytelling. In addition, SPE tapped Will Gluck — a writer-director whose credits include the 2014 remake of Annie — to help create and oversee content through his L.A.-based Olive Bridge Entertainment.

The work will appear on Interlude’s new Eko interactive storytelling destination. It will include music, comedy, drama, mysteries, thrillers and what the partners call “new genres that take special advantage of the Eko medium.”

Sony Entertainment CEO Michael Lynton says this is “an elegant, innovative storytelling platform” that will “engage audiences with completely new entertainment experiences.”

And Gluck says he plans to work with “inventive writers and directors to create compelling storytelling that will match Interlude’s innovative technology.”

Interlude has already worked with CBS on a new version of  The Twilight Zone, and with MGM on War Games. Eko also worked with Warner Music Group on an interactive music series, Clash Up.

“We look forward to introducing Eko experiences to many more viewers and to offering new business approaches to fuel the best creative and business returns for our partners,” says Interlude Co-Founder and CEO Yoni Bloch.

Sony joins other strategic investors in his company including MGM, Intel Capital, Warner Music Group and Samsung. Others backing the operation include Sequoia Capital, NEA, Marker, and Innovation Endeavors.