July 2 4:29 P.M.
If you're fed up with watching endless commercials and trailers every time you head to your local multiplex, hope is in store. A British telecommunications company plans to roll out a video game for movie-goers to play in between ads -- but the whole audience will need to work together to win.
Taking the games to the silver screen.
Called "Asteroid Storm," the game will be projected onto the screen just like a movie, and will see audiences attempting to rescue a spaceship snared in an asteroid field. How? Simply by moving their arms: when the left side of the audience raises their hands, the ship steers left, and when the right side does it, the ship heads right. Special motion-sensing cameras will control the game, which will debut this summer in front of selected 3D movies in theaters across the UK.
Said Mike Hope-Milne, enterprise director of movie theater ad giant Pearl & Dean, "Cinema is becoming so much more than purely a venue to watch films. Consumers want a complete interactive experience and the new 3D game from O2 offers cinema-goers the chance to become truly immersed in the action."
So when do US audiences get to play, Mike?
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Posted: 2 Jul 2009
