Nintendo is working with Comment LTD, a advertising company located in London. They will advertise the Wii in the movies, five pairs of actors will appear in nine cinemas across the country and play Wii Sports in front of movie-going audiences.

According to a report from GamesIndustry.biz, Nintendo has teamed up with Comment LTD, a London-based advertising company that specializes in live communication, to launch a live advertising campaign in movie theaters across England. Comment LTD called the move "an advertising first."

Over the next two weekends, five pairs of actors will appear in nine cinemas across the country and play Wii Sports in front of movie-going audiences. The advertisement will begin in the usual fashion with a video clip played on the screen. One actor, playing a boy named Steve, will be sitting in the audience. The second actor, who will be playing Steve's mother Elisa, will enter the theater looking for her son.

The clip on the screen will pause and the house lights will come on as Elisa calls out for Steve. Once he reveals himself, Elisa will challenge Steve to a game of Wii Sports tennis in front of the audience. They will play the game live on the big screen to demonstrate, "just how exciting and easy it is to play", said Dean McKain, head of Comment LTD's UK division.

The live ad campaign is being shown as part of a deal with Carlton Screen Advertising and Picturehouse cinemas. Elisa and Steve will make their debut this weekend in the cities of Clapham, Greenwich, Stratford East, Cambridge and Liverpool. Next weekend, Wii Sports tennis will be in Edinburgh, York, Southampton and Brixton.

"We expect to reach thousands of cinema goers over the next two weeks," McKain said. "As we know that recall rates for this type of live communication are huge - as much as 89 per cent after 4 weeks - we feel sure that the word of mouth viral effect of the activity will have a positive impact for the brand."

Vermillion via thewiire.com »