Telefonica O2, best known as the company that brought the iPhone to British consumers, will now bring "the world's first interactive 3D game" to 20 Vue cinemas across the United Kingdom.

O2, which serves 20.8 million mobile customers in Britain, will unveil 'Asteroid Storm' - "a big-screen adventure" that theater-goers will actually control by throwing their hands up in the audience.

This summer, when families go to see movies like 'Ice Age 3D' or 'Toy Story 3D' they will be able to take part in the first ever 3D-only movie trailer reel.

"A family trip to the cinema can often be seen as an adventure in itself," 02's Head of Campaigns Richard Murfitt explained. "We wanted to take this idea one step further and put families into the heart of the action on the big-screen. Our interactive 3D game does just that - taking them on a first-of-its-kind cinema experience that they can control."

According to Vue, participating theaters will be located in London, Bristol, Leeds, Manchester and Birmingham.