# Collective Human Joysticks AudienceGames By Andres Colmenares | Published 2008-03-26 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/collective-human-joystick-audiencegames References: [adage](http://adage.com/article?article_id=125863) & [brandexperiencelab.org](http://www.brandexperiencelab.org/audiencegames.html) Imagine a crowd sitting in a cinema moving their bodies from side to side to control a car projected in the screen. Just like a gigantic maneuver or a "collective human joystick". This is **[AudienceGames](http://www.brandexperiencelab.org/audiencegames.html)**created by **[Brand Experience Lab](http://www.brandexperiencelab.org/audiencegames.html)**, last summer. After two completely successful pilots with Volvo and MSNBC.com, the company has developed a partnership with National CineMedia in the US to introduce this awesome experiential marketing service to a much wider audience. It works with a motion sensor placed in the front of the theater. This is the real advergaming thing. A totally memorable, fun and interactive brand experience. Photo: Scott Gries / adage.com ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 21% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Inventions](https://www.trendhunter.com/inventions) ## Key Themes ### What's Driving This Trend - **Interactive Cinema:** This trend presents an opportunity for companies in the entertainment industry to bring a new level of interactive engagement to audiences and enhance the cinematic experience. - **Audience-controlled Gaming:** This trend creates an opportunity for tech companies to develop new technologies and software that enable audience-controlled gaming experiences in various settings beyond cinemas. - **Experiential Marketing:** This trend provides an opportunity for marketing agencies to create immersive and unforgettable brand experiences using interactive technologies and audience participation. ### Who This Affects Most - **Entertainment:** This industry can leverage this trend to offer immersive and interactive cinematic experiences that engage and excite audiences. - **Technology:** This industry can create new products that enable audience-controlled gaming and other interactive experiences in cinemas, theaters, and beyond. - **Marketing:** This industry can capitalize on this trend to create experiential marketing campaigns that engage audiences and help brands stand out in a crowded market. ## Related on Trend Hunter - [Guided Challenge Party Games](https://www.trendhunter.com/trends/human-controller.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [In-Car Gaming Collaborations](https://www.trendhunter.com/trends/airconsole-x-audi.md) - [Modular Haptic Feedback Controllers](https://www.trendhunter.com/trends/happily-haptic-lab.md) - [3D On-Screen Cinema Ads](https://www.trendhunter.com/trends/pvr.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Handheld Motion-Control Consoles](https://www.trendhunter.com/trends/udu-console.md) - [VR-Powered In-Car Entertainment](https://www.trendhunter.com/trends/holoride.md) - [In-Car Gaming Experiences](https://www.trendhunter.com/trends/atari-and-airconsole.md)