Joysticks

Carlton Screen Advertising sourced and developed motion-sensor technology that tracks an audience's combined movements via a wireless video camera set up at the front of the theatre. This innovation spurred the development of a ground breaking cinema campaign for Volvo and introduced live inter-cinema gaming to Europe. Each audience acted as "human joysticks", their hand motions controlling a virtual Volvo projected onto the screen. The game was played simultaneously in 12 UK cinemas, each aiming to collect the most points and win the game.