MOVIE TRAILERS DISCOURAGE CELL PHONE USE
By Adnews Staff
Toronto-based Rogers Cantel has teamed up with Cineplex Odeon theatres to educate moviegoers on wireless etiquette and to encourage them to curb the use of cell phones and pagers in movie theatres. The company launched a trailer in the theatres last week. The ad is set in New York City at night. In an abandoned warehouse, an acoustic bomb sit silently waiting for any noise above a whisper to activate it. Its explosion will kill hundreds of innocent people and cause devastating destruction to the entire city. A young man cautiously attempts to defuse the device. Suddenly, the ring of a cellular phone pierces the air. The bomb is activated. The warehouse and the city blow sky high. The trailer is the first in a series of courtesy trailers that are being produced by Cantel's agency, Gee, Jeffery & Partners Advertising of Toronto. All of the vignettes will feature a cellular indiscretion, originating from the audience, during the height of the trailer's climax.