It’s not often you see a video game experience expanded to the big screen, so when it happens – especially with something as beautiful as Forza Horizon 2 – it’s easy for audiences to take notice.

A new promotion running from today through October 23rd will see the Xbox One racing game make its debut in theaters in the United Kingdom. A deal between Digital Cinema Media, Xbox, Dentsu Aegis and M: United division of McCann London will bring the game to 1,500 screens across the country, including Odeon, Cineworld and Vue cinema outlets. Sadly, there are currently no plans to do this in the USA or elsewhere, according to Microsoft.

Using a downloadable cineme app, users can turn their smartphones into steering wheels, as they race each other and compete for prizes as they race for a first place victory. Once completed, the user’s score will automatically be delivered to their device via the app, allowing them to boast their feat with others through social media. Along with the delivery of said score, the app will also provide a link to order the game.

Those who make the top 15 in the competition will win a free Xbox One console, as well as a copy of Forza Horizon 2.

This project introduces a fun new interactive experience to movie theaters, but in a much different way than previous projects, like Disney’s attempt to involve social media with its showings of The Little Mermaid 3D. Obviously, racing will appeal more to fans of all ages, rather than just kids.

“This campaign demonstrates the very best of cinime and we’re delighted to work with a partner such as Xbox to showcase the flexibility and true depth of interaction that the cinime experience now offers,” said Joe Evea, commercial director of Digital Cinema Media. “Audiences up and down the land will love the experience of playing such a great game and competing with the friends through social media.”

Kuran Kapoor, product marketing manager for Xbox Games, added, “In the gaming industry we always strive to bring new experiences to our consumers, from the amazing gameplay available on the Xbox One & Xbox 360, through to the way we interact with our consumers with our marketing communications. We are extremely excited to partner with cinime for the release of Forza Horizon 2, bringing a clever and unique way to demonstrate the thrilling experiences and AAA quality”.

Those who can’t get to the theater can still experience Forza Horizon 2 in all its glory when it releases tomorrow for Xbox One and Xbox 360.

Source: Xbox