DCAS journal 6: research: interactivity ?

When I first thought about interactivity, I thought that the best format would me long length video = movie because that is the only thing that I saw as exemples of it. 
First of, interactivity is a concept that's been used in the video game industry. It's basically the purpose of any video game in this technology age. The more a video game is interactive, engaging with the user, emerging him into a creative environment and the more the user is happy about it. 
Maybe it's because of power. Because the user can have the control over the situation and the only person he can blame when he looses is himself. However, the narrative is defined by the creative team of course - all the choices that the user makes and the consequences of it are of course expected to the  full extend in order for the user to make him feel like he stays in control. 

wikipedia of course is referencing them. 
here's an exhaustive list: 

https://en.wikipedia.org/wiki/List_of_interactive_movies

When we analyse this list, we understand that the first movie was in 1967. Then there was a boom in the production in the mid 90's specially in 93 - 96 and then not so much. 
What happened ? What did major production stop producing interactive movies ? I think the answers lie into the movies themselves and can help make the project better. 
Since 2017, there is some kind of a rise from the dead for interactive movies with major films such as Batman or Guardians of the Galaxy: The Telltale Series. However, it's always described as adventure video game gimmicking movie. 
Why not choosing a deep subject with good screenwriting, hence cinematography and incorporating interactivity ? 

there is also that link which present interactive videos, such as video clips, short films that I am still analysing today 

https://blog.hubspot.com/marketing/interactive-video

Finally there is also this link that I like for future reference which analyses a interactive movie known as ‘good’ for some. https://thedissolve.com/features/exposition/775-the-rise-and-fall-of-the-interactive-movie/