Interactive Film
The movie Kinoautomat by Czechoslovakian director Raduz Cincera presented in the Czech Pavilion in Expo '67 in Montreal is considered to be the first cinema-like interactive movie.
Mr. Sardonicus (1961)
In her post on Endcrawl’s blog, Danielle Burgos, notes
”Most sources claim the first interactive film was 1967’s Kinoautomat, but that does a grave disservice to America’s king of silver screen gimmickry, William Castle. For Mr. Sardonicus — a film about a man whose face becomes frozen in a horrifying grin while robbing his father’s grave — Castle cooked up the ‘Punishment Poll’, a chance for audiences to vote on Sardonicus’ fate using glow-in-the-dark thumbs handed out before the film. He claims he was inspired by Columbia Studios’ insistence on a less grisly ending, though his autobiography notes, “Invariably the audience’s verdict was thumbs down.” It’s unlikely that an upbeat ending was ever filmed (Castle claims there was), but even the mere illusion of choice for a knowing audience qualifies Mr. Sardonicus as the earliest participatory film.”