Him, Her and Them is the first example of a Social Film. Whereas traditional films are linear narratives, Social Films combine traditional storytelling with audience participation. Him, Her and Them explored the idea of adding to the story via simple text additions, much in the same way that comments work on Facebook pages. Additionally, the content is then filtered by each viewer's own social network within Facebook. Therefore, viewers only see contributions from their "social graph" — their circle of friends.
Shot in high-definition video in multiple locations around New York, the film tells a timeless, archetypal story of a young man living in a city. Thematically, it explores the idea of power, and how our notions of power are shaped through our relationships, and also through media. The film was created by Murmur and released on Facebook in April 2011.