Brand Experience Lab, the New York based ‘interaction' marketing company has just announced a partnership with CineMedia that will introduce AudienceGames to top 20 markets on about 750 screens across the US. The new relationship will allow Brand Experience Lab to test their proprietary gaming technology within CineMedia's pre-feature program. If the pilot program is successful, a broader roll out will be completed.

In Brand Experience Lab’s own words:

AudienceGame is a kind of “advergame” which is played by theatre audiences moving together to act as a “virtual joystick” to control the gaming elements on the big screen.

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