The funny thing about kids throwing tantrums is it is so magnified for the parent. You feel like everyone is looking at you like you are a bad parent. Of course, some people are, but they can just get over themselves. An article in Redbook called "How to Tame Tantrums (Without Losing Your Cool)" gives some practical tips on how to control and deal with tantrums, but as a mother and grandmother, I can tell you that it doesn't always work. This also reminds me of the times when I was being evaluated and a student pulled some unbelievable stunt just to get the attention of the principal or evaluator. Sometimes I think kids just love to perform for an audience.
The article really does give some good advice and gives helpful hints about what to do in different situations (supermarket, bedtime, etc.). It is worth reading. Of course, if nothing works, the tantrums will provide some good stories and laughs when the kids are older and parents themselves.