Tuesday, March 25, 2008

be the joystick

Video: First time for live inter-cinema gaming in the UK

Not sure how I managed to miss this when it happened back in November? October?

Carlton Screen Advertising sourced and developed motion-sensor technology that tracks an audience's combined movements via a wireless video camera set up at the front of the theatre.


Each audience acted as "human joysticks", their hand motions controlling a virtual Volvo projected onto the screen. The game was played simultaneously in 12 UK cinemas, each aiming to collect the most points and win the game.

The folks behind the game, Brand Experience Lab, have announced "an exclusive partnership with National CineMedia and once we complete our initial test installation, we'll begin rolling AudienceGames out to the top 20 markets on about 750 screens."

Of course, they managed to make this announcement on a page with no date stamp, so I'm unable to give you a date. Let's assume all this goodness hasn't already come and gone and failed miserably in the marketplace.


David Polinchock said...

Fear not, we've only begun testing software right now. The rollout will take place this summer with games beginning in the cinema this fall. You can always go to http://tinyurl.com/2dso6j for our latest blog posts about AudienceGames.

David Polinchock
Chief Experience Officer
Brand Experience Lab

suttonhoo said...

yay! thanks, david -- we'll be watching for it.

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