> Shame that sort of thing didnt really catch on.

Not exactly the same, but some creative things similar to this are happening in the video game space. There have been a number of recent video games that primarily consist of watching a movie and discovering little hints here and there that let you unlock more of the movie through the user-interface. Sam Barlow has been a pioneer here, "Immortality" from 2022 is probably the most innovative example of this approach to interactive movie-watching.

It's a very fuzzy genre, but you can find some more examples with varying levels of interactivity by heading to the most recent titles here: https://en.wikipedia.org/wiki/List_of_interactive_films