Huge 72" 3D TV's are out and simulators are in. Sony have made an awesome movie simulator which tries to put you literally in the film. Using clever light and image trickery, they show how a whole room can be transformed into a movie simulator. The videos are ads for Sony's Playstation video store, Great Films Fill Rooms.
TheGadgetShow recently did a Battlefield 3 simulator which cost over £500,000 to build, definitely worth checking out - Battlefield 3 Simulator