Interactive movies – Terrible idea?

Is it just me or are interactive movies a terrible idea?  Take a look at the trailer below:

If I’ve got this right, the audience, instead of being asked to switch their mobiles off will now be asked to keep them on.  After 20 people have had a phone call from a friend or family member, interrupting the film in the process, one might get a call from the protagonist in the movie.  If you aren’t the lucky/unlucky one to get the call you then have to sit through a movie where some turd in the audience makes all the choices you wouldn’t and ruins your desired film experience.  All of this is occurring while the rest of the audience shout out their desired outcomes to the person on the phone.

Awful idea.  Unless I was the person who received the phone call and one of the options for the protagonist was “Stand still and get murdered”.

Source: Bloody-Disgusting