Before films were shown, an audio track was played in the darkness of the theater. It stirred various emotions from the audience as it pointed at several characters – imagined or otherwise – around them at that very moment. It elicited curiosity about a cute seatmate, animosity about the presence of one’s ex-lover, fear for a giant rat and dread for a ghost lady hanging on the ceiling. The rollercoaster of emotions were likened to the various emotions one experiences in watching a string of Cinemalaya short films.

The audio track was played before the screening of Cinemalaya short films as well as before full-length films in the other segments of the 2015 Cinemalaya Film Festival. This was implemented from August 8 to 11, 2015 at the various theaters of the Cultural Center of the Philippines.

The campaign helped increase Film Festival pass purchases by 12% from previous year.