Screen Icon Shahrukh Khan has added another feather in his cap. His latest venture is not a film but a Startup. He has come forward to back the Bengaluru-based AI Startup, Flam! Flam is all set to transform the entertainment world with its new-age revolution, the Interactive Content Technology powered by AI (Artificial Intelligence).
Recently, SRK Family Office, the charismatic superstar’s investment firm, participated in the second round of funding alongside QED Investors, a venture capital firm. The other investors to join the investment round were Venky Harinarayan, Olivier Pomel, Claypond Capital and Martin Chavez. Flam, headed by co-founders Amit Gaiki, Malhar Patil and Sourya Agarwal, raised $40 million to expand its product range, scale its Artificial Intelligence research, and develop its enterprise worldwide!
Special Features of the Interactive Content Technology!
Gone are the days when we had to bear a boring track in a show or movie. Now we can change the scene as per our fantasies! We can change the background, the climax, and even the actors. We can replace Tom Holland with Hrithik Roshan as Spider-Man, or our very own Shahrukh Khan can become James Bond. Here are its special Features –
- Flicks (Interactive Video Switching): Allows users to seamlessly switch between people, products, or scenes during video playback, supported by a patented compression algorithm that achieves an ultra-fast 50-millisecond time-to-first-buffer.
- Airboards (App-less High-Fidelity 3D Content): It delivers rich 3D digital experiences directly through a standard smartphone camera interface with touch, voice, and haptic feedback, loading in just 300 milliseconds without requiring any app installations
- Visual Agents with Fantom & Finesse: It looks real, human-like virtual characters designed for video-call-style interactions, using the Fantom model to preserve facial expression identity and Finesse for natural, multilingual voice generation.
- Falcon Mixture-of-Experts Model: It is powered by a massive 26-billion-parameter mixture-of-experts large language model that delivers responses at 30 milliseconds time-to-first-token, keeping the entire conversational pipeline running in under two seconds.
- Forge and Fable Generative Models: It includes Forge, an advanced editing model that modifies only specified elements within an image reference, and Fable, an image-to-video model that generates assets natively as alpha-channel videos.
Few Examples of how this Technology works –
The “Room for Both” Door Fix (Using Flicks) in ‘Titanic’
The Scene: Jack tries to climb onto the floating wooden door, it tips over, and he decides to stay in the freezing water to save Rose.
The Interactive Change: As Jack approaches the door, a quick-time interaction button pops up on your screen. If you tap “Move Over, Rose!” the video instantly swaps out (in under 10 milliseconds) to a new scene. The AI seamlessly repositions Rose on the door, allowing Jack to slide on right next to her. The scene continues smoothly with both of them shivering but safely out of the freezing water until the rescue boats arrive.
Ranveer vs. Wild with Bear Grylls (The Reality Survival Special)
This is an interactive adventure reality special starring Bollywood actor Ranveer Singh alongside survival expert Bear Grylls.
- How it works: Instead of just watching Ranveer trek through the Serbian wilderness, the audience acts as his “guardian angel” or decision-maker.
- The result: Viewers are prompted to make critical, real-time decisions for Ranveer, such as choosing whether he should rappel down a cliff, face a wild bear, or eat an extremely gross insect to survive. If you choose poorly, Ranveer fails the mission and has to try again.
Harry Potter: Interactive Content Enables Virtual Tour for Fans!
Virtual Tour of Hogwarts: At the ‘Harry Potter New York store’, they have created a full, room-sized interactive VR experience called “Chaos at Hogwarts”. You put on a headset, pick up a physical wand, and are digitally transported inside the uk/local/swansea/castle/">castle to cast spells, meet magical creatures, and explore the corridors alongside your friends.
Hogwarts Legacy VR: Gamers use special interactive VR mods (like UEVR) to play the massive open-world game Hogwarts Legacy. This lets you hop onto a broomstick and physically look around as you fly over the Quidditch pitch and the Forbidden Forest in a 360-degree digital space.
The Iconic Train Climax Scene in Indian Blockbuster, ‘Dilwale Dulhaniya Le Jayenge’ – The Scene: You watch Simran run as the train pulls away, while Raj stretches his arm out to catch her.
With Interactive Tech: You become the director. As Simran runs, an interactive choice option pops up on your screen. You can choose to change her outfit from her heavy bridal lehenga to casual travel clothes instantly to see if she runs faster, or you can even swap the background station from Punjab to a futuristic hyperloop stationall mid-scene without the video pausing or buffering.
According to Indian daily, Times of India, Shahrukh Khan said in an interview-
“There is going to be a big change in the viewer and how he watches a film. Soon, a movie is going to become interactive. You can change the ending. You can change the characters. For instance, you are watching the same film with your children, but each of you can change the storyline. All this will add value to entertainment”
Shahrukh khan as a Marketing Genius –
Pioneering Brand SRK: He was the first Indian-Cine star to transform himself into a commercial brand. He actively endorsed diverse consumer products and created an unmatched business empire.
Innovative Movie Promotions: He redefined film marketing by introducing unprecedented strategies, like the massive 3D gamification and corporate tie-ins used for ‘Ra.One’, and the global AI digital ‘Selfie generating campaign’ for ‘Jawan’.
Digital & Tech Adaptation: SRK consistently leverages cutting-edge technology—from advanced VFX to investing in interactive AI platforms like Flam—to stay ahead of changing audience habits.
SRK specifically backed Flam’s $40 million round because it aligns with his history of pioneering entertainment technology (such as founding Red Chillies VFX). Flam is building patented AI. It transforms content from a passive viewing experience into interactive, real-time experiences. For a media mogul like SRK, investing in Flam is a strategic bet on the next major evolutionary wave of the internet.
Shahrukh Khan’s upcoming movie is rightly titled ‘King’. It ideally reflects the majestic persona of this charming Superstar. He is a dashing Superstar, a sensitive Actor, a tech enthusiast, an engrossing orator, and an intellectual par excellence! His investment in Flam’s new AI project is the latest milestone in his gleaming career. As we know, he considers technology not as an innovation, but as a tool to empower the future! Interactive Content is a technology viewers can stay excited about, for they can not only watch, but give wings to their creativity! So netizens, feel the magic with SRK! Get ready to dive into your imagination, and scale into the future of entertainment!
