Nintendo are to organise live performances of Wii Sports on the silver screen as part of their advertising campaign.

Nintendo seem to think that there are still people out there that haven't heard of or experienced the Wii. Their multi-million pound advertising campaign that hit television and cinema screen appears to have had a massive effect on sales of the console, seeing as you're as likely to spot the Wii on store shelves now than you are to see Dawn French handing out free Terry's Chocolate Oranges. Ninty's next move is surprising, and you'd probably be lying if you say you saw it coming.

Beginning tomorrow, if you find yourself watching a movie at a Picturehouse cinema in Clapham, Greenwich, Stratford East, Cambridge, or Liverpool, you'll be in for a bit of treat. The advertising starts when the audience is watching the adverts before the film, not knowing that among them are two actors: mother and son Steve and Elsa. The lights in the cinema come back on when Elsa enters the cinema shouting for her lost son. She proceeds to challenge him to a match of Wii Sports on the silver screen, and Steve agrees. The two have a match of Wii Tennis, and by this point the audience should be either hooked or extremely scared.

This word-of-mouth advertising will begin tomorrow at Picturehouse cinemas (coinciding with the launch of Pirates of the Caribbean: At World's End) in Clapham, Greenwich, Stratford East, Cambridge, and Liverpool, and next Saturday the campaign will come to Edinburgh, York, Southampton, and Brixton.

Stay tuned to N-Europe for more on this new ad campaign.