Anyone living in the UK planning on seeing a movie this weekend, be warned: you maybe subjected to a new form of three-dimensional advertising that will actually be worse than the stupid Hollywood trivia questions they put up that have the in a corner upside-down.
Live ads involving actors that will be in the theater with you will play out the following scenario in order to peddle the Nintendo Wii:
"The ad reel plays in the darkened auditorium as usual, but the two actors are present amongst the audience. Steve, an achingly cool teenager sits near the front. Unbeknown to him, his mother, Elsa, enters the auditorium in search of her son. At the appropriate moment during the on-screen commercials, the ad reel is stopped and the house lights come on. Steve's mum bustles in and calls her son embarrassingly from the darkness.What follows is a living hell for Steve as his mother challenges him to a rematch of Nintendo Wii tennis there and then in front of an audience of total strangers. Preferring to lose some of his cool rather then look cowardly Steve takes up the challenge. He soon forgets his embarrassment as he becomes caught up in the game."
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