No doubt this will be shown first, followed by 30 minutes of advertising then 20 minutes of trailers before the main feature. The novelty may well wear off quickly and cinema goers will forsake the awesome pleasure of waving hands in the air in order to avoid the pain of 30 minutes of adverts.

i can see a couple of possible outcomes:

1. the audience won't give a damn and will just chat to each other about this annoying rubbish they are being forced to look at while they wait for the film they paid to watch

or 2. everyone will randomly stick their hands up and it'll just swerve all over the place

there is no 3

Having seen this tech in action before (http://www.etc.cmu.edu/projects/bvw.html), I can tell you right now- that spacecraft is *doomed*.

Trying to get the audience to coordinate their motions in any sort of sane way is like herding cats.

But I think I have already seen this. When I was a kid I used to go to this amusement center that had something similar. It was about a 10 foot screen and you played a space game there.

But I guess the in-cinema screen will have better graphics and a larger 3-D screen

That is perhaps the most retarded thing I've ever seen in a cinema. And that's saying a lot. Seriously, what's the point? When in a cinema, you're always aware of at least a handful of people whom you would kill if it were legal to do so (people yelling, talking/texting on their phone, playing with their phone/handheld, people who bring babies to an 11:00pm showing, etc). And now O2 expects that people will voluntarily pay money to be stuck in a room with a couple hundred other people who have to work together in order to achieve a desired goal? What a monumental waste of money.