Clothing Retailer Brings More Pre-Movie 'Entertainment'

"Now the retailer is offering consumers a contemporary interactive experience for the price of a movie ticket. " That's how this Johannes Leonardo-created pre-movie performance at New York's Ziegfeld Theater for fashion retailer Daffy's was described. And it seems that's how we're now describing pre-movie commercials...which is exactly what this was.

OK so yea, it's a pretty cool on and off screen performance during which actors don clothing in the video and then appear on stage wearing it while performing. Part of the promotion/performance was to offer a chance to win "deeply discounted rent on a fabulous West Village apartment."

Check it out here and let us know. Do you want to see this sort of thing before a movie or not?

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Comment by David Polinchock on November 4, 2009 at 11:21am: Well, let's forget for a minute how impractical it would be, with the cost of having performers at each location, the more important question is what value it brings to the audience. Having spent a lot of time in movie theaters with our in-cinema games last year, I got a pretty good sense of what audience were expecting and what they would tolerate. Plus, I'm not seeing where this is interactive. I mean, the audience didn't do anything, other then clap at the end. If you really want to see some way cool, interactive theater, look up the work of Josef Svoboda & the Magic Lantern Theater. I haven't found any good video, but that would be cool theater merging the screen & life performances.