“Face the darkness, or be consumed by it…” I can’t wait to be consumed.

Is it May 4th yet?

Choose your own adventure…movie?

A preview of things to come?

Brazilian-based AgenciaClick has created what would seem to be an intriguing interactive movie theater experience to promote the Fiat Idea Adventure, a light offroad vehicle. Movie goers will meet a guy named John in a pre-movie film and, using SMS messaging from their cell phones, be able to generate 16 different versions of the promotional film and choose the ending.

-via Adrants.com

Could this be the precursor to the interactive movie? Perhaps this will be the saving grace of the film industry which, as we all know, has seen better times. Most point to the shrinking difference in experience between viewing a movie in the theater and viewing it at home as the reason for the slow decline in ticket sales (I would suggest a lot of the problem also lies in telling new and better stories, but hey…what do I know?). But if this becomes a legitimate technology it could offer a completely different experience from what you would be able to get at home. Something to look out for.