According to BIKEmagic.com, the first installment of the world’s first interactive movie – "Running Time" has just hit your internet screen at www.itsyourmovie.com. Interactive means you decide the fate of the lead character "KJ" – a pretty, feisty London-based cycle courier, by voting online. The producers, writers etc then go away and sort out another episode and broadcast it. The movie goes on in 5min segments until something happens.
The Cycle Surgery, Old Spitalfields Market, was chosen as an ideal location to film part of the first episode. "KJ" was filmed hurtling around London on her Jamis Exile, available exclusively (in London) from the Cycle Surgery.