Today Audience Entertainment offers a breakthrough branded entertainment platform that consumers actually enjoy. In-venue, full audience interactive gaming is a new category of advertising. This concept of experience marketing as a mechanism to drive recall, brand awareness, and ultimately purchasing, is revolutionizing the way sponsors and audiences interact.

Imagine a cinema filled with people sitting down to watch a film where their physical interaction with what is happening in front of them and around them shapes the narrative and story they experience. Working as a community the audience has the control to determine every dimension of the story within an overarching narrative. Life is not linear and our interests are not always in the main character but perhaps in their back-story or the location in which the story is taking place. We are explorers and stories help us understand what we discover. We are asking the industry to take a leap and push the author to new boundaries. A world is much harder to craft than just one path within it.

We are shaping the day where we can stand up in a cinema to make all the characters change the direction they are taking, where we can interact with the advert we walk past and contribute our understanding, and where we can put our hands up and be counted for what we want. This is a big ask: we are asking for the democratization of story, but, in reality, we are only asking for a return to the control we had in the past. What's more, we can do it now.