MOD Films has been touting a model wherein audience contributions are as much a part of the experience as the original content. For all the sceptism we've received to-date, there are signs that we're not alone. Talk Will Wright, whose no slouch when it comes to designing hit games (like The Sims). He is talking about "procedural" content development. Involve the audience...
GameSpy: Will Wright Presents Spore... and a New Way to Think About Games