Prior to movie screenings, cinemas always request viewers to keep their phones silent during the featured movie. Batelco had been given an opportunity to pitch for this air time against others who had already submitted their spots. The cinema co. had to decide which spot was best for them and accordingly would agree to run it. This film campaign, 'Talkies' was based around the target audience segments and the types of films viewed in cinema, and was crafted through on the insight that when a person talks on the phone, his conversation becomes everyone else's. 'Talkies' won the pitch, and was played in cinemas around Bahrain.