A perfect interaction between the crowd, your target dear Advertisers, and the brand!
As you'll see in this movie, interacting with people can be done anywhere, by all means, and especially, in a creative yet funny manner.
Those people, present in this theatre, had the chance to wait for their movie while playing all together and becoming joysticks, human joysticks.
msnbc.com launched this game earlier this month and you can find it on Newsbreaker.
Hopefully, crowd gaming in theatres will become a trend!