A couple of pictures from the LA premier of Spiderman 3 and the NewsBreaker Live game that is played by the audience interacting with the movie theater screen. Brand Experience Lab that's been working with the SS+K agency (+ Fuel Industries) on the project will be uploading a video here, and offers a few additional details.
Credit: SS+K / Sam Mazur
Credit: Brand Experience Lab / David Polinchock
Oh, and regarding the Joost invites: I think I sent them to everyone who'd left a comment, but I'm keeping the comments hidden so that your email addresses don't get spam-botted.
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Interactivity in Movie Theaters
Fiat Advertises With Interactive Movie in Brazilian Theaters
New Gaming Media: Movie Theaters and DVDs
Movie Screening to Be Enhanced With Scents
Theater Combines Stereo Projection with Live Performance