Movie Theaters to use Interactive Advertising during Pre-Show

Quote :

Since Sept. 12, customers of 100 Screenvision theaters have been part of the first wave of participants in the company’s interactive Dimension (iD) technology, which through a pre-show presentation allows audiences to physically participate in the content on the big screen.

An independent research study commissioned by Audience Entertainment revealed that 90% of viewers enjoyed the interactive component of the preshow, and three quarters said that they would participate in something similar again. “That’s what cinema is about,” said Cassels, “when everyone comes together to experience the theater.”

"It could be choosing the trailer. I think that the type of activations and the types of content that we’ll see have yet to be imagined.”

http://variety.com/2014/film/news/interactive-movie-theaters-1201312266/

I don't know about choosing trailers? The whole magic of showing trailers at the movie theaters is not knowing what they are going to show.