Video demonstrating an in-theater interactive game on opening weekend of Spider Man 3 in Los Angeles in the summer of 2007. Also played in Philadelphia and White Plains, NY. The Breakout type game was controlled by the crowd of movie-goers and the reactions were very positive. Similarly to how branded Flash games on the internet are being used to create awareness, this could be the next big thing in out-of-home advertising. I think the novelty of these crowd games could wear out in theaters but advertisers that come up with really unique games will stand out from the rest.
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