O2 Launching Interactive 3D Cinema Game

O2 has announced that they'll be screening the world's first interactive 3D game across Britain this summer. Asteroid Storm will played by an estimated 1 million people in 20 selected Vue cinemas.

The elements of the game are fairly simple both in terms of plot and interactivity. Players will become crew on the Starship O2 and they need to steer the ship back on course. This will be done by waving their arms in the air in accordance with instructions from the Captain. 3D obstacles will race towards them in an effort to put them off.

The craft’s movements are controlled by different areas of the audience putting its hands up, which is made possible by two ceiling-mounted cameras that use infra-red scanners to track hand movements. These sensors are connected to a gaming server which translates the audience’s hand movements into Starship motion in real time. The server controls the cinema’s 3D projector to create the display.

The interactive experience uses floor projectors and was dreamt up by ZenithOptimedia. Creative work was done by VCCP and Agency Republic. The game will be accompanied by the first ever 3D movie trailer reel, by advertising guru Pearl & Dean.

Rolling out across 20 UK-based Vue cinemas from 10 July, Asteroid Storm will appear before screenings of several films, including Ice Age 3 3D and Toy Story 3D. Participating VUE cinemas include those in London, Bristol, Leeds, Manchester and Birmingham.

By Paul Lamkin, TechDigest