We developed an innovative and unreplicated program to remind movie goers to turn off their cell phones in what is essentially a “public service announcement” sponsored by Best Buy and partners. The spot runs immediately prior to the feature film, and is set up and shot to appear as if it is a real movie trailer. It turns out to be fake, with a cell phone ring tone interrupting a “scene,” and ruining the “movie.” It commands attention from the audience, and results in action.