An ambient effects system and method of operation is described in which regions (30, 38) of a game or movie screen (10) are analyzed (32, 40). The result of the analysis is then processed using logical, heuristic, or a combination of both techniques to determine a content related event. An ambient effects script (34, 36, 48) is then selected (if pre-authored) or generated (if not pre-authored) on the basis of the determination, and provided to the system to render appropriate ambient effects throughout the users environment. Hence, immersive, ambient effects are enabled for media or game content created independently of, and without, the ambient effects system in mind.