React LLC and W2 Films Announce Collaboration to Launch Technology-supported Unscripted TV Programs Offering $50 Million Prize Pool to Live Interactive Viewers.

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Through their RXP Global partnership, the companies plan to distribute ReacTV® and Instant Millionaire™ via one streaming, broadcast or social media platform as soon as August 1, 2023.

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"The amount of vision and thought that has gone into these programs, refined and proven over three decades, really can’t be appreciated enough." - Rich Wallin, RXP Global & W2 Films

Tampa Bay-based React LLC, an experiential advertising technology and entertainment company, in collaboration with Minneapolis-based content production studio W2 Films, announced today the formation of RXP Global, a partnership to create and distribute a new breed of interactive unscripted TV programming. The RXP Global enterprise will collaborate to produce two TV shows that incentivize live viewing and competition between millions of audience members simultaneously. A record-setting $3 million weekly prize pool will establish a new reason to watch programs and content live, with viewer attention being the only thing paid to participate and win.

W2 Films founder Rich Wallin was immediately drawn to the project upon reviewing the storyboards of the two programs, which were conceived by React’s founder in the early 1990’s. “The amount of vision and thought that has gone into these programs, refined and proven over three decades, really can’t be appreciated enough,” suggests Wallin. “The ReacTV® program taps into the ‘impulse to multitask’ that drives today’s social media behavior, while Instant Millionaire™ delivers an uplifting docuseries that will be engaging and relevant to today’s audiences.” Wallin notes that “…both [programs] deliver what a live audience has always wanted, but never gotten… a chance to be a star, to participate and win life-changing prizes, and to share the experience with friends – all while watching from anywhere and on any device. This is uncharted territory… but perfectly timed.”

ReacTV® is positioned as a “live interactive game show about groundbreaking advertising and brands.” Registered adults residing in the continental United States will be able to compete in real time against three on-air contestants chosen from the prior week’s at-home audience. One on-air player each episode will win at least $1 million, with a second prize pool of over $1 million in instant prizes projected to be awarded to 7,500+ live viewers utilizing a proprietary app under development.

The second program, Instant Millionaire™, will follow the ReacTV® $1 million winner on a one-week journey to the next random city to host ReacTV®. The $1 million grand prize must be spent in that week, with the exception of at least $100,000 to be given away in random acts of kindness to strangers introduced by the show’s producers. The W2 Films crew will direct and produce the unscripted docu-follow, for first-run release eight days following each ReacTV® episode. - - Viewers of Instant Millionaire™ will compete for another $1 million in prizes awarded during gamified RXP™ ad pods embedded between content segments.

Today’s announcement comes less than six months after RXP Global’s general partner, React LLC, successfully concluded its 18-month pilot of Super Squares®. The live mobile sports game show served as the test bed for the “Reactive Experiential (RXP™) Ad Platform,” a powerful and exponentially more effective advertising delivery technology that incentives and measures advertising engagement, comprehension and sentiment at a census level. When compared to less than fourteen seconds of average dwell time attributed to a typical 30” TV commercial when viewed, advertising powered by RXPs during the Super Squares® pilot averaged in excess of fifty seconds of intense brand attention.

According to React LLC Founder and CEO Frank Maggio, the RXP™ Platform has the potential to transform ad-supported mass media programming, reversing a steady decline in live audiences. “We believe programming powered by RXPs, like the kind we will be bringing to market with RXP Global, will adrenalize live viewing of both content and advertising.” The key to attracting and holding live audience attention during commercial breaks is tied to the gamification and prizing elements enabled by the RXP™. Adds Maggio, “We synchronize mobile devices with live content, and then reward viewers who pay close attention and use their phones to ‘react and win.’ Viewers are the most important part of the advertising ecosystem, and they have been taken advantage of, even overlooked, for decades. Not anymore!”

RXP Global will unveil details of the two programs via the website starting noon EST today, January 26th. The company expects upwards of 100,000 registered “Reacters” will have registered by February 13th, when a poll asking players to choose their favorite streaming, network and social media platforms will close. RXP Global will publish the results of the poll on February 14th and will then begin formal presentations to the platforms that ranked highest in the minds of the ReacTV® community.

About RXP Global and ReacTV®
RXP Global is a partnership between React LLC and W2 Films. The company has exclusively licensed patents, patents pending, trademarks and screen plays for TV, movies and long-from video entertainment incorporating the proprietary RXP™ Platform. RXP Global’s first two unscripted programs, ReacTV® and Instant Millionaire™, are slated for production and distribution in the fall of 2023. The tandem of the programs are projected to award over $3 million per week to competing viewers using the React™ sync-to-TV mobile app, setting a new global standard for rewarding live TV audience participation. For more information, visit

About React
Founded by adtech and media measurement maverick Frank Maggio, React LLC is an experiential advertising technology and entertainment company with a passion to “Change Advertising For Good™.” By adrenalizing advertising™, React excites audiences with rewarding, branded single and two-screen “reactive experiences” (RXP™) during the most viewed and attended sporting and media events in the world. The company is committed to respect, protect, and reward attention, honoring user privacy by never selling or sharing personally identifiable information without prior permission. Details about React can be found at

About W2 Films
W2 Films is a Minneapolis-based content production studio accelerating the growth of brands and organizations through innovative digital filmmaking strategy. The company produces short- and long-form narrative, documentary storytelling, and live content that helps achieve a brand objective or cause-related mission. W2 strives to be good stewards of the resources they’ve been afforded, to embrace a diverse workforce eager to contribute, and to find ways to use our talents to enrich lives and make a positive impact on the world. Learn more at,

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