Disney just announced that it was trying a movie theatre experiment: in selected theatres, it is inviting movie goers to bring their iPad to a screening of The Little Mermaid. During the movie, games run on the iPad, and parents and kids can not only play along with the movie, they can compete with other patrons, as they are divided into teams–the Flounders, the Sebastians, etc.–based on movie characters when they arrive.
Disney says it’s trying the experiment because many of the film’s first fans (it debuted in 1989) are now parents who want to re-experience the film in a new way with their kids. In addition, the company is attempting to leverage the “second screen” phenomenon, in which people watch and use multiple forms of media concurrently.
Is this a good move? Do you think Disney looks cutting edge, or desperate?