Moviegoers sway together as giant joystick

Moviegoers hate watching cinema ads. Will they prefer playing a group video game in which they function as a giant communal joystick, swaying back and forth to influence motion sensors in a BrickBreaker-type game that whips them into a frenzy? is testing the idea in L.A. In New York, this kind of thing is liable to end in a fight.

—Posted by Tim Nudd