Traditional perspectives of film studies address cinema as a medium, format, or art form with associated scholarly studies in terms of historical, cultural, societal, or literary contexts; in contrast, Emma Pett, in her latest book, Experiencing Cinema: Participatory Film Cultures, Immersive Media and the Experience Economy, focuses on active audience participation in cinema. Although the majority of cinema experiences occur with the audience as consumers of what is projected on a screen, Pett explores the different modalities of audience participation as part of the cinematic experience.