Press Releases



Volvo has launched a groundbreaking in-cinema campaign in UK, which included film-goers across the country enjoying a unique interactive gaming experience on the big screen.


A European first, cinema audiences became human joysticks, waving their arms in the air to guide the new Volvo XC70 all-wheel-drive estate car around the large-scale driving terrain collecting various items and passengers along the way.


Volvo Car UKis introducing this unique social gaming technology to the UK to support the launch of its all new estate cars1 and activate Volvo's 'Life Is Better Lived Together' brand message. 


On Saturday 13th October at the 8.30pm showing of Ratatouille, visitors to 12 Cineworld2 cinemas became part of UK cinema history and competed in Volvo's exciting nationwide competition. Each of the regional audiences3 attempted to use their combined effort to score the most points on the virtual course, monitoring their performance on a live scoreboard on the side of the screen. The winning audience was rewarded with free cinema tickets.  


Anita Fox, Head of Marketing Communications, Volvo Car UK comments "I'm delighted that Volvo is able to bring this exciting new experience to UK cinema-goers. The concept was developed in order to engage a group of people and take video gaming, traditionally an individual pastime, to a truly sociable environment. By working together as a team, having fun and sharing the experience, it's the perfect way to communicate Volvo's 'Life Is Better Lived Together' brand message".



For more information, please contact:

Gemma Bull Claire Holden
Direct line: +44 20 7413 3040 Direct line: +44 2074133336
Mobile: +44 7773 377950 Mobile: +44 7974 179064
Email: Email:

Notes to Editors

1 The all new Volvo V70 is even more luxurious and dynamic, offering the ultimate in versatility and functionality. With its flair for simple yet stunning styling, Volvo presents a car that is meticulously refined, with intelligent use of state-of-the-art technology. Driver, passengers and luggage travel first class.

The all new Volvo XC70 offers rugged elegance, all the versatility and refinement of a class leading estate, with added cross country ability. With its new Hill Descent Control and improved ramp angles, the XC70's enhanced off-road capability makes it ready for adventure, both on and off road.

2 Cineworld Group was founded in 1995 by a management team including Steve Wiener, Chief Executive. It is the UK's second largest cinema operator with 73 sites and over 750 screens, including 5 out of 8 highest grossing cinemas in the UK and Ireland. Cineworld also has the largest portfolio of digital screens of any cinema operator in the UK - leading the way for the future of cinema.

3 The 12 selected Cineworld locations are: Nottingham, Wandsworth, Bolton, Sheffield, Chesterfield, Brighton, Cardiff, Ipswich, Edinburgh, Stevenage, Birmingham and West India Quay.
Volvo worked with Carlton Screen Advertising on the development of this interactive gaming concept. Carlton Screen Advertising has facilitated the successful digital broadcast of a number of live sporting events, including World Cup matches, and expects to see an increasing number of cinema's utilising their exceptional audio and visual facilities to screen future live events.

XC70 (2007), Special Interests
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