Whilst feeding my videogame addiction online this morning I stumbled across this (opens in new window). Nintendo and agency Comment UK are debuting the first ever live cinema ads where two members of the audience will participate with a Wii ad for the ever popular Wii Sports.
The ad will feature a character known as Steve, sitting at the front of the cinema and his mother, who will come running in looking for him, the lights will go up as she enters the room and they will engage in some momma-son bonding over a quick game of Wii Sports.
I’ve thought about this for all of 5 minutes in my post exercise haze, but I think it’s an awesome idea. However, the fact that you need real people (who are scripted, so to speak) means that Steve and his mom can only do this one cinema at a time. Which makes it kind of gimmicky. To make it really cool, how about asking cinema-goers to engage in a quick round of tennis, or Mario Party styled minigames while most people are in line for stale popcorn and fluorescent cheese? That would reward, entertain and push the Wii further out into the mainstream market that Nintendo is targeting for this round of the colossal epic that is the console war.
The question is, will this make you want to get to the cinema early and sit through half an hour of ads and trailers? If so get down to Edinburgh, York, Southampton or Brixton this weekend and check it out.