According to Jean-Francois Boivin, associate producer on Ubisoft's Assassin's Creed: Brotherhood, in the future video games and movies will merge into one entertainment medium.

"I think that eventually video games, movies and the like will all be one and same medium," Boivin told "I can very easily see an Assassin's Creed movie in the future, or a Spider-Man movie, like Spider-Man 9, and you put that stuff in your console and then you just watch the movie. Or perhaps right off the bat, do you want to watch Spider-Man 9, or do you want to play Spider-Man 9? And it's the same quality, the same thing. And then you can pause it, and you say, 'Oh I love this scene - I'm going to play this scene.'"

It's a future already creeping into the present said Boivin, pointing to Quantic Dream's Heavy Rain as one such experience.

"I can see that happening, and we're starting to have a glimpse of the possibility with games like Heavy Rain - which, I have to say, changed my life."

His praise for Heavy Rain didn't stop there.

"It changed my entire look outlook on interactive entertainment," said Boivin. "This is a glimpse of how we're going to bring the video game industry to the next level of commercialism. I can see my mum playing a game like Heavy Rain - [something] much more accessible, obviously, but just the murder mystery and choosing where you want to go and having 22 different endings and just wanting to re-play that story over and over again... I can see that happening."

We happen to agree with Boivin, with Heavy Rain being one of our highlights of the year thus far.

Assassin's Creed: Brotherhood is scheduled for release on November 19 for Xbox 360, PS3 and PC.

You'll find more from Boivin right here.