I came across 2 very fun and creative approaches to engage the audience in movie theaters.

Battle of the Sexes: the format is totally standard -ie a 1mn ad made for the big screen- but the idea and the creative is so good! I saw it last Saturday before "Pirats of the Caribeans", and the audience in the theater was raving. for me it was totally LOTR inspired but I guess my movie culture is totally unreliable, since it turns out it is apparently a nod to Gladiator.

Human Joysticks: now this is great creativity with regards to the format! I just found out about it this morning in my daily newsletter from CBNews. fr, but it seems to have started in the US a couple of weeks ago. For the launch of Spiderman III, msnbc.com equipped the theaters with some motion detectors and asked the audience to play the joystick. Watch for yourself.