Audience Participation Time - anyone want to go?

I saw this and thought what a laugh. Anyone going to this?

Volvo introduces interactive gaming to cinemas: Cinema audiences will become human joysticks in an interactive gaming experience created by Volvo to launch its XC70 estate model and to promote its 'Life is better lived together' brand message.

Audiences at select Carlton Screen Advertising cinemas will wave 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 campaign will launch on October 13 at the 8.30pm showing of 'Ratatouille'. Visitors to 12 Cineworld cinemas will compete to score the most points on the virtual course, monitoring their performance on a live scoreboard on the side of the screen.

The campaign was created by Nitro and booked through MindShare.

Anita Fox, head of marketing communications at Volvo Car UK, added: "By working together as a team, having fun and sharing the experience, it's the perfect way to communicate Volvo's 'Life is better lived together' brand message."