Nintendo has teamed up with CommentUK
to launch live, interactive adverts in a number of UK cinemas. Over the next two weekends, five pairs of actors will appear at nine cinemas across the UK. An advertisement will play on the screen as usual, with one of the actors planted in the audience as a teenage boy named Steve. The second actor, his mother Elsa, will enter the theater looking for her son. At that moment the on-screen ad will freeze and the house lights will come up. Elsa calls out for Steve and challenges him to a game of Wii Sports
tennis in the theater, showing audience members how "exciting and easy" it is to play.
It may sound a bit hokey in writing, but CommentUK's Dean McKain claims it's a remarkably effective form of advertising. Even if the ads go sour with screaming babies and theatergoers moving in and out of the room, after the movie Wii-related conversations are bound to be spurred.