I realize this was done with Clue, but that was just the ending, to my knowledge. This would be different. Picture a movie which is filmed in up to 5-10 different versions. Same set-up, actors, and basic story idea and the same scenes for a portion of the movie. However, far before the ending, things start to break away. Maybe a hero in one version becomes a villain in another. Maybe a version switches genres. Maybe a version takes the plot into surreal mindfuck territory.

Now picture these versions being released randomly to theaters. Theaters would get the versions and be told to play them randomly as well. You would not know going in which version you'll be watching. So people in the same city or even the same multiplex at different times could go to what they think is the same movie and have totally different experiences. Whether or not this movie would be initially marketed as multi-version is the question. For marketing purposes it might be better to reveal it but not say how many versions are available. However, it would also be satisfying not to reveal that it has different versions, in order for the film discussion communities to be caught off guard. That would also increase interest. People would have to hunt down different versions, like opening a pack of trading cards - you don't know what you're going to get.

The trick is making each version legitimate and satisfying. I'm not mentioning a storyline because I have no idea; it could work in any genre. What do you think?