Interactive Movie Advertising...

I was at the movies tonight to see Mi4 Ghost Protocol (Awesome!) and I was fascinated by yet another use for our ever growing 'Smart Phone' culture. You know how they play like 10 min worth of commercials before the movie starts...well I noticed that Ford and Canon are now allowing u to interact with their commercials via free WiFi with their advert.

My buddy, using his iPhone4 was able to quickly sync with the canon advert and play some kind of spot game to rack up points which earned him $15 off the purchase of a Canon digital camera. How neat is that!!
Now my question is...is this the next phase in interactive marketing or is this merely a ploy to keep us from getting bored while we wait for the movie to start? Or maybe both....

The possibilities are endless, but in case your wondering if the interactive movie is a new concept, read the below Wikipedia link which states that this tech has been around since 1982. (Remember Dragon's Lair?)
Now it's just cooler with our smart phones:)

http://en.wikipedia.org/wiki/Interactive_movie

RPM