Methods and systems for managing interactive features associated with multimedia content are disclosed. One method includes applying a container to multimedia content using one or more computing systems, the container defining an interface through which metadata external to the multimedia content is linked with one or more portions of the multimedia content. The method further includes receiving a request for the multimedia content from a content consumer. The method also includes associating a set of metadata describing one or more interactive features with the multimedia content, the set of metadata linked to at least a portion of the multimedia content via the container and selected from a database including metadata defining interactive features capable of being associated with the multimedia content. The method also includes, upon receiving a request for playback of the multimedia content, providing the multimedia content and the one or more interactive features to the content consumer.