[Philip Lelyveld comment; If you strip away the technology, didn't Charles Dickens do this about 150 years ago?]
Haunting Melissa doesn’t have a predetermined length: Edelstein shot thousands of hours of video, and it will be pushed out to viewers in “chapters,” or segments, on a timeline that can be tweaked on the back end. For example, if a user hasn’t entered the app for a while, he or she might receive a push notification that a new chapter is available.
In addition, the actual video content can be adjusted through the app’s content management system, so new content can be inserted into a chapter after a user has already watched it. The idea is to keep users coming back to the app, checking for new content and seeing what has changed.
See the whole story here: http://paidcontent.org/2013/05/16/producer-of-the-ring-and-mulholland-drive-releases-new-horror-movie-as-an-ios-app/?utm_source=General+Users&utm_campaign=62fda6ef2f-c%3Amed+d%3A05-17&utm_medium=email&utm_term=0_1dd83065c6-62fda6ef2f-99147229