This research paper brings together the fields of systems engineering and media studies to investigate the cinema/television/computer/mobile device screen as a dynamic interface through which points of engagement or how the aesthetics and narrative structures presented on the screen engage the user and create meaning. The co-authors work towards the development of a “screen real estate grammar” or ontology by considering the following set of questions: 1. How can the specific structures (ie/ uses of time, space, text, screen resolution, window size, etc.) of user interfaces (ie/ iTunes and QuickTime X Windows) be mapped? 2. Will such mapping expose levels of convergence (ie/ where old forms meet/influence/contribute to new developments and new content?) 3. Is it possible to work towards a language of conventions similar to that of other disciplines? Ie/ film language 4. Can interface elements be prioritized on a contextual basis? The framework is presented in the context of a decision support system for user interface optimization, which allows interfaces to be dynamically adapted to different formats given a set of rules that create a semantic mapping between interface elements. Generative programming is then used to create the optimized interface.