Imagining a World of Interactive Movie Theaters

3 Minute Ad Age, August 18, 2008

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NEW YORK ( -- Finding ways to turn movie theaters into interactive social-media venues is a major project at New York's Brand Experience Lab. In this interview, lab chairman David Polinchock details experiments that turned 300 solitary moviegoers into coherent teams using body movements in unison to control digital elements on the big screen. This new field of "audience games" hopes to provide marketers with an entirely new way of engaging consumers in brand-oriented digital play prior to the start of the main feature.
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