A tool is provided that may allow a user to create unique content for a media item such as a movie. A movie may be received. An indication of an object in the movie may be received from an author. Supplemental content for the object in the movie may be received as may be an interactivity data. The interactivity data may specify a manner by which a user may interact with the movie using a device such as a camera and/or a microphone. The movie may be encoded to include the interactivity data and/or supplemental content.