The O2-branded 3D game, called Asteroid Storm, will go live on 10 July will feature on cinema screens of the Vue exhibition chain before the main 3D movie feature.
It forms part of O2’s current marketing campaign targeting families with the O2 Joggler and O2 “Your Family” Bolt On.
The game will run ahead of forthcoming movies Ice Age 3 3D and G-Force, followed by Up and Toy Story 3D in the autumn.
More than one million families are expected to take part in the 3D game and five million to play the interactive foyer games.
Asteroid Storm takes place on ‘Starship O2’, which is trapped in an asteroid belt. The audience is told by the captain that the ship has been damaged and that their help is needed to steer it back on course.
By different sides of the theatre putting their hands in the air, the audience is able to control the direction that the spaceship moves and navigate it successfully out of danger as asteroids fly out of the screen towards them in 3D.
Alongside the interactive 3D game and foyer floor entertainment, O2 will be conducting further activity around Starship O2 online.
The interactive campaign was a collaboration between cinema sales house Pearl & Dean and Tangible Media. The technology behind the 3D game was created by iO and the idea conceived by O2’s media agency, ZenithOptimedia. Creative work was done by VCCP and Agency Republic.