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.