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Volvo Hits the Big Screen with Interactive Gaming - VIDEO STORY

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GOTHENBURG - October 13, 2007: Volvo is launching a groundbreaking in-cinema campaign which will see film-goers across the country enjoy a unique interactive gaming experience on the big screen.

A European first, cinema audiences will become 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 is 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.

Later today, at the 8.30pm showing of Ratatouille, visitors to 12 Cineworld2 cinemas will become part of UK cinema history and compete in Volvo's exciting nationwide competition. Each of the regional audiences3 will attempt 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 will be 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".