The campaign will involve two actors playing Wii tennis in front of cinema audiences, with the game projected onto the big screen itself.
The campaign was created by Live communications agency CommentUK in conjunction with Carlton Screen Advertising, the UK's biggest cinema sales house.
In one stunt, two actors will play a teenager called Steve and his mother, Elsa. During the advertisments before the film, the ad reel will stop as Steve's mum enters the cinema and challenges Steve to a rematch of Nintendo Wii tennis.
Dean McKain, marketing director of CommentUK, said: "We expect to reach thousands of cinema goers over the next two weeks, and as we know that recall rates for this type of live communication are huge, we feel sure that the word of mouth viral effect of the activity will have a positive impact for the brand."
Altogether, there will be five teams of two performers operating nationally across nine different cinema sites over two weekends.
The interactive live cinema ads will take place in Picturehouse cinemas. Saturday venues include Clapham, Greenwich, Stratford East, Cambridge and Liverpool. Next Saturday they include Edinburgh, York, Southampton and Brixton.
Released in November 2006, Wii Sports offers five sports experiences, each using the Wii remote controller as a bat or racquet. Games available to play on the console are tennis, ten pin bowling, boxing, baseball and golf.