11/01/2012 04:18 pm ET Updated Jan 01, 2013

SIC Video Interview With Elan Lee, Founder of Fourth Wall Studios

It's not just gamers and day-dreamers who do it. Inserting oneself into a favorite story has always been a part of our active imaginations.

But what if you actually had to chance to slay that dragon, defeat the robot, chase down the bad guy? That's exactly what Elan Lee is making happen, in what many are calling "the next generation of storytelling," today. Elan's Fourth Wall Studios are creating and delivering real life experiences where the characters you see on-screen live in the same world you do.

Niro, I'm ready for the matrix.