O2 announces 3D interactive cinema experience


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 1million 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 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 tralier reel, by advertising guru Pearl & Dean.

The experience will be supported by a huge online campaign as well as interactive games, such as Wac-a-roid, that will feature in the foyers of the selected Vue cinemas.

Asteroid Storm is released on 10th July and it sounds like some great family fun. And you know what they say – a family that plays together stays together. I’m all for it.

(via Marketing Magazine)

MXP4: New digital audio format packs more than just the music track


New digital music formats come along with the promise of improved audio quality and smaller file sizes, such that many portable “MP3 players” no longer use the MP3 format.

Now, though, Masinaut has come up with a music format which aims to offer an “interactive, multi-sensory experience”.

The MXP4 — Multiplied Experience Platform in 4D) — format allows musicians to include an original song but also musical variations, graphics, lyrics, trivia, and other information such as tour dates…

Arcade Fire releases interactive Neon Bible music video exclusively online

It’s the season for acclaimed bands to start realising the power the internets have, as yet another A-lister band follows in the footsteps of Radiohead and The Charlatans and gives online users an exclusive present.

I probably bigged Arcade Fire’s new website up a bit too much then, unfortunately they’re not stepping in the actual footprints of both the English bands and releasing their next albums online for free, but they have launched their music video for their latest single, Neon Bible (for the album of the same name), purely online, and get this – it’s fully interactive….

Turn your kids all Sith-like with this Star Wars Darth Vader laptop

I just saw these Darth Vader laptops from Oregon the other day in person, and before I had the chance to write about them, Alex at Shiny Shiny beat me to it. We’re just too good here, *hair flick*

Aimed at kiddywinks, or your mate who resembles Nick Frost just a little too much for comfort, these ‘laptops’ are actually activity centres for children which contain ‘mind-blowing games in logic, music and other breathtaking activities’. Use the interactive light sabre and ‘choose a learning path with Darth Vader’,..