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Volvo reveals cutting-edge new video

Volvo has unveiled a new commercial for release in select cinemas in which viewers can physically interact with the content to change certain aspects of it according to their reaction.

Created by Grey Group and Mindshare, with technology from Audience Entertainment, the groundbreaking movie theatre campaign uses a virtual motion simulator and on-screen motion indicator to detect audience movement.

The ad gives users the collective capability to control what music is playing in the car, if it’s day or night, and the speed of the vehicle - all by waving their arms.

Adam Cassels, chief marketing officer of Audience Entertainment, said: "We are enabling the audience to engage with content in a way that's never been done before.

“It gives moviegoers a sense of what it feels like to sit in the driver's seat and control the new Volvo XC90. This is a fun and unique advertising experience that can't be replicated in other media environments."

The experiment is Volvo’s newest attempt at being creative in the ad space, previously they have used Google’s Cardboard virtual reality technology to give people the opportunity to feel what it’s like to drive an XC90 on their phones, and they have also made waves with the splits commercial starring Jean-Claude Van Damme, created by Scandinavian creative agency Forsman & Bodenfors.

The video is currently being shown over a six week period at 100 Screenvision theatres in the US.