Sony playing games in movie theaters

Planning two nights of events to promote PS3 title

Sony plans two nights of multiplayer gaming events in select theaters nationwide to promote the release of its PlayStation3 title "Uncharted 2: Among Thieves."

Part of Sony's broader move into alternative programming for movie theaters, the plans call for sneak previews of the video game Monday-Tuesday at the Landmark Embarcadero in San Francisco, Muvico theaters in Rosemont, Ill., and Thousand Oaks, Calif., and Lincoln Square Cinemas in Bellevue, Wash.

The "Uncharted 2" game hits store shelves Oct. 13.

Sony Electronics senior vp d-cinema Mike Fidler said the promotion fits into Sony's efforts to offer exhibitors "additional programming options from alternative content ... to maximize a movie theater's profitability and fill auditoriums during nonpeak times."

Monday's event is primarily for media. Ticketing for Tuesday's public event -- at $15 per -- is being conducted through the theaters.

The in-theater gaming will feature five-a-side competition throughout the event.