In today’s hyper-competitive attention economy, where audiences are bombarded with content and ad fatigue is rampant, simply telling a good story isn’t enough. The way the story is told, its structure, format, and delivery has become just as crucial as the narrative itself. One of the boldest recent examples of this is Housefull 5, which hit theatres with two different versions, each featuring a unique climax. But the real story lies not in the film—it lies in the strategy.
By offering dual endings, the makers tapped into a growing marketing playbook: format as a campaign, not just a delivery mechanism. This tactic ignites FOMO, encourages spoiler-avoidance, drives repeat viewings, and sparks conversation, all without relying on traditional media spends. It’s storytelling as engagement strategy, where the content itself becomes the hook.
"This approach sparks conversation, inspires repeat viewings, and creates a sense of involvement,” says a spokesperson from a leading movie marketing agency. “When crafted with purpose, it transforms passive viewing into an active, memorable experience. The key is not just attention, but a meaningful shift in perspective.”
Such innovations aren’t new but they’re finding new momentum. Black Mirror: Bandersnatch on Netflix, for instance, turned storytelling into a choose your own adventure experience, letting users steer the plot. Clue, back in 1985, distributed multiple theatrical endings across different cinemas. These executions weren’t just gimmicks; they were strategic storytelling formats designed to drive deeper user engagement.
Format innovation allows marketers to create experiential moments driven by novelty, interactivity, or exclusivity that extend content’s shelf life and cultural impact.
“FOMO-led storytelling is revolutionizing brand and digital campaigns,” the marketing spokesperson adds. “Combined with influencers or serialised content, it creates a wave of organic buzz. It’s not just a trend, it’s the future of engagement.”
But this future comes with its share of caveats. “Alternate endings or twists only work when they feel like an organic outgrowth of the story,” says Mukul Sharma, Founder of Digital Eminent. “When executed as a soulless gimmick, audiences push back. But when done well, it can generate deeper social buzz, repeat consumption, and a longer lifespan for the IP.”
While format experimentation like this is gaining traction in cinema, its principles apply far beyond. Brands are already exploring modular storytelling, where different narratives are delivered to different audience segments via influencers, interactive web series, or shoppable video experiences.
“We may see this go mainstream, especially in high-stakes campaigns targeting superfans,” Sharma says. “Imagine a product launch where each influencer’s narrative is different, or a web series wherein user choices impact outcomes. The challenge lies in cost, scale, and ensuring narrative authenticity.”
What’s more, theatres could use this strategy to counter OTT fatigue by creating communal, event-based storytelling moments like live polls, app-based votes, or alternate cuts screened exclusively in select locations. “Theatres can become ‘story labs’, places where shared experience meets experimental storytelling,” Sharma notes.
Today, format is no longer just a container; it’s part of the core message. And whether it’s a film with two endings or a brand with a thousand narratives, one thing is clear: in the future of content-led marketing, how you tell the story might just matter more than the story itself.
