I remember at school there was a popular game that involved drawing a part of a human body on a folded piece of paper and passing it on for someone else to do the same with a connected part then revealing the hilarious outcome - the same was done with words to make up fascinating stories. This idea for Sony uses the 21st century version of the idea and is a great example of how far UGC can go to create engaging, interesting and usable content. The project started with a scene from John Malkovich, he invited visitors to continue the story and chose three winning entries. As the site says "then working with an animator you can see how the script lives on in his dramatic creation. Watch as, with a few bold strokes, the characters come to life. And see how the story unfolds... We hope you enjoy the show."
Overall it is very engaging but it makes me wonder why they could not have involved more people and / or done a variety of different versions to see how different a story can be - anyway have a look it is fun to watch.