You're the one that I want

US: Fantasy 3-D animation isn’t the only film craze this year. Cinemas across America are encouraging viewers to sing along with their favourite film and dress up as its characters.

Role-playing or interactive events in cinemas have arisen spontaneously in the past. The classic Rocky Horror Picture Show from the 1970s has its loyal fans, many of whom have memorized the roles, or shout comments in response to certain scenes.

Now film promoters and cinema managers are the ones who initiate sing-alongs and other activities, as a way to increase sales and the film’s fan base. “The goal is to create a true event,” Adam Goodman, president of the Paramount Film Group, told The New York Times. “How do you get groups of young people going to the movies and having a great time?”

The strategy seems to be working. Tickets for Grease: Sing-A-Long have been selling well in cities in California, New York, Texas and Florida. Viewers young and old, perhaps dressed as Sandy or Danny, love singing "Summer NIghts" or "You're the One That I Want". 

Hundreds of film-goers brought their dogs with them to watch Beverly Hills Chihuahua.

Some viewers dress as characters to watch other films, too, such as for the new 3-D Alice in Wonderland. And hundreds of people going to the cinema to see Disney’s Beverly Hills Chihuahua brought their dogs with them, many of which were wearing costumes, too.

Theatres showing the Twilight Saga are dividing audiences into groups, encouraging them to wear “Team Jacob” or “Team Edward” T-shirts and to cheer for their favourite character as the two men compete for the friendship and love of Bella.

At the upcoming release on 29 July of the film Elvis, a documentary showing clips of “the King” in concert, more than one sequin jumpsuit is expected to be in the audience. “I’m sure Elvis fans will arrive in full costume,” said Michelle Portillo at National CineMedia.