MGM’s taking a serious interest in Interlude — the interactive video firm founded by Israeli musician Yoni Bloch that this year signed former CBS and Microsoft exec Nancy Tellem to be Executive Chairman and Chief Media Officer.

The studio just led an $18.2 million funding round for Interlude, with CEO Gary Barber joining as Board Observer. The investment follows MGM Television’s deal to create an original digital short inspired by its film WarGames.

Interlude plans to use the funds to expand on its work creating interactive music videos, for example giving viewers opportunities to see different celebrities lip sync a tune. The company wants to create interactive dramas and comedies, as well as news, sports, music and pop culture related content.

“MGM continues to expand its footprint by identifying innovative platforms and technologies, such as Interlude, to introduce new audiences to our creative content,” Barber says.

The MGM-led funding round also includes Warner Music Group, Samsung, and previous investors Sequoia Capital and Intel Capital.

Bloch says that Interlude is “aiming to allow filmmakers and content to form a unique connection with each viewer. This has the potential to change the relationship between film and individual audience members.”