It's actually a really intriguing concept. The next time you go to a cinema, be on the lookout for people in the auditorium who look like actors. Five acting duos will be placed in specific movies at nine UK cinemas. If you're watching a selected movie, an on-screen advertisement will literally come to life.
During the obligatory previews and commercials before the movie, a Wii commercial will start to air. Then, an actress from the audience will get up and call out for her son Steve. The actor portraying Steve will then get up, and the two will demonstrate Wii Sports live in front of the theatre of people.The marketing agency behind this, CommentUK, calls it an industry first. "We expect to reach thousands of cinema goers over the next two weeks," said company head Dean McKain. If you want to try to catch the surprise event, head to Picturehouse cinemas in the following areas: Clapham, Greenwich, Stratford East, Cambridge and Liverpool, while next weekend they will be shown in Edinburgh, York, Southampton and Brixton.
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