Volvo has launched a cinema campaign which will see film-goers across the country enjoy a unique interactive gaming experience on the big screen.

A European first, cinema audiences will become human joysticks, waving their arms in the air to guide the new Volvo XC70 all-wheel-drive estate car around the large-scale driving terrain collecting various items and passengers along the way.

The technology is similar to that used in the EyeToy for the PS2. The single camera at the front of the cinema is connected to the computer in projection room at back of the cinema.

There is a process of calibration at the start of the game, so that the camera is aligned to pick up joint motion of the whole audience, and then the arms moving their arms to the left and right guides the car around the driving
course.

Volvo is introducing this "social gaming technology" to the UK to support the launch of its all new estate cars and that have Volvo's "Life Is Better Lived Together" brand message.