I really like what Best Buy is doing with their mobile app, Movie Mode. Watch this video to get the idea:
My only reservation is how people holding their iphones up during a movie will effect the experience for others. If I’m watching the movie am I going to see a bunch of lit up screens in front of me while people do this? Probably so. But barring that, I think this is a really unique way to use mobile to extend the experience someone has with a movie.
I’ve often thought that there should be extensions of video content from “non-engagable” mediums (movie theaters, current TV, etc.) and a mobile device is a great way to start that process. Hopefully after you use Movie Mode during the Despicable Me movie, you can later play a game or extend the story somehow on the app.