When Dukes of Hazzard 3 debuts this September, you might feel like a dipstick for going (all right, that's my obligatory bow to April Fool's Day -- I know of no such movie -- though it wouldn't surprise me). Still, if you did get to go, you might also get to feel like a joystick. After some wildly successful test runs, National CineMedia is rolling out its AudienceGames platform to the top twenty movie markets. Brand recall [1] was fabulous in the tests, and the audience was nearly unanimous in preferring the game to theaters' traditional slide shows and ads.

Brand Experience Lab Website