Live Interactive Cinema Games

OK, your next trip to the movies may require you to slap on some extra Old Spice and underarm deodorant. WIll this cause more people to make it to the movies on time? Will this be a good branding experience for companies? WIll you participate?

Another Example: (Volvo - World's First Interactive Cinema Test)


Nintendo WII gaming on a 100m2 screen:



Wondering if this would be a way to promote MS Surface.