Centennial, Colo. - National CineMedia, a provider of in-theater digital advertising and entertainment programming, announced on Thursday that it has partnered with Brand Experience Lab to bring its "AudienceGame" interactive game to movie theater screens. The 'advergame' "is played by theater audiences moving together to act as a 'human joystick' to control the gaming elements on the big screen," the company said. Brand Experience Lab said its custom AudienceGames for clients including MSNBC.com in the U.S. and Volvo in the U.K. have generated up to 70% unaided recall with audiences.