The idea developed by EnrÃ­que MartÃ­nez as part of an executive M.B.A. program at the Instituto de Empresa in Madrid is revolutioning the movieplex concept around the world with "hybrid movie theaters with all the digital fire and fury of a video game: fog, black light, flashing green lasers, high-definition digital projectors, vibrating seats, game pads and dozens of 17-inch screens attached to individual chairs."

"CINEGAMES is a system to play videogames through network inside an auditorium. The first one belongs to a Yelmo Cineplex theatre, located in the Commercial Centre Avenida M-40, in Madrid."

It is a total new way to enjoy videogames in real communities that is gaining attention among companies like Electronic Arts. The mix of the movie experience and the hi-tech games seems to be an effective formula to bring back youngsters to the theaters.