Execution

An unsuspecting audience came into the theatre. After the lights went down, a film began. From a driver's point of view, the audience took on the role of the driver, moving along a scenic road. After a little time, long enough for the audience to wonder what it was all about, a location-based broadcaster, in the projector booth, delivered a message to all those in the theatre area. While looking down at their mobiles, the car on screen ran off the road and crashed into a steel pole. Safety messages about mobile use while driving were then shown on the movie screen. Unsuspecting cinema audience saw driver's POV, all received an location based SMS. As they looked down, the car crashed, followed by safety message. This edited film of this event was launched on blogs online and within days became one of the most viral videos of the summer.