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Motion controllers used in gaming systems like the Nintendo Wii revolutionised how video games are played. But now a similar device that's more precise - and even works when an object is in its way - will let you try something more futuristic: making movies in virtual environments. Matt Bett and his team from Abertay University in the UK developed the new motion controller that uses electromagnetic sensors to track its 3D position. The location is then mapped in real time to a virtual video camera on a screen (see video above). By moving the controller around, the camera moves around the scene like a real camera on a rig or it can be fixed to a virtual tripod.

And this technology is spreading. Immersive Labs, a company in Manhattan, has developed software for digital billboards using cameras to gauge the age range, sex and attention level of a passer-by. The smart signs, scheduled to roll out this month in Los Angeles, San Francisco and New York, deliver ads based on consumers' demographics. In other words, the system is smart enough to display, say, a Gillette ad to a male passer-by rather than an ad for Tampax.

Digital advertising billboards being trialled in Japan are fitted with cameras that read the gender and age group of people looking at them to tailor their commercial messages.