This paper explores the possibilities of applying interactivity and multimedia in culture. Interactivity and multimedia offer numerous new perspectives and opportunities to enhance the audience's experience of cultural content. Through the analysis of theoretical concepts, previous research, and practical examples, selected aspects and specifics of the application and possibilities of interactivity and multimedia in the observed context are presented, leading to appropriate conclusions.Several significant characteristics relating to the researched topic can be identified through analysis. Firstly, the application of interactivity and media allows for increased engagement and participation of the audience in cultural events. Visitors become active participants, contributing to the interpretation and creation of cultural content. Secondly, interactivity and media provide innovative ways of expressing and presenting cultural content. Artists employ advanced technologies to transform traditional exhibition spaces into multimedia experiences that encourage visitors to think and engage actively. Thirdly, the application of interactivity and media enhances the accessibility and availability of cultural content. Digital platforms and virtual tours enable people to explore art and culture regardless of their location or physical limitations. Fourthly, interactivity and media foster critical thinking and active audience participation in culture. Through interactive installations and social media, participants become co-creators of cultural content, developing critical thinking and investigative skills. Finally, the application of interactivity and media in culture opens doors to new forms of collaboration and interdisciplinarity. Art, science, technology, and other disciplines collaborate to create innovative projects that enrich the cultural scene. In summary, the application of interactivity and media brings numerous opportunities to enhance cultural experiences. Increased audience engagement, innovative forms of expression, greater accessibility, the encouragement of critical thinking, and collaboration across various disciplines contribute to the richness and diversity of culture. This paper provides a foundation for further research and the implementation of interactivity and media in culture, encouraging the development of advanced cultural experiences for a broader audience.