Stadium-Size Angry Birds Game Controlled by Crowd Noise

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Given their meteoric success on mobile devices so far, it’s no surprise that Rovio’s Angry Birds franchise is headed for bigger things. But it’s possible that no one really expected those bigger things to mean a giant version of the game played by crowds at a Formula One racetrack this weekend.

The big-screen version of the game, which will debut at the Formula One racetrack in Singapore, is a co-creation of Rovio, Finnish start-up Uplause Ltd., and Singapore Telecommunications, and will rely on the volume of the audience to decide just how far back the catapult is pulled before the birds launch their larger-than-life attacks on those greedy green pigs.

(MORE: Is Disney Interested in ‘Angry Birds’?)

Rovio’s Peter Vesterbacka described the new incarnation of the game as “a great opportunity [for fans] to form a strong emotional connection with the characters,” apparently realizing that the larger the screen, the stronger the emotional connection for most people.

For those unable to make it to Singapore this weekend, don’t worry; if this weekend’s game is successful, Rovio plans to take the big screen Birds on tour to large-scale rock concerts and sporting events in the near future.

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[via Adweek]

Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.