Exhib dropping bomb on cell phones

Yet another Cautionary Tale of the Information Age: The Canadian theater chain Cineplex Odeon Corp. has begun running a 90-second spot in its theaters lecturing audiences on the do’s and don’ts (mostly the latter) of bringing one’s cellular communication devices into the theater.

But rather than baldly telling its guests to turn their bloody cell phones off before the feature, Cineplex Odeon’s marketing and communications staff has taken a page from Filmmaking 101: Get your message across with a cautionary tale.

The spot features a daredevil bomb defuser approaching a menacing bomb in a deserted warehouse. Any sound above a whimper will set the deadly package off. His task is nearly complete when, suddenly, the wail of an incoming cellular phone call is heard! Devastation, death, dismemberment ensue.

Spots such as these are, ironically, being sponsored by Rogers Cantel, the Great White North’s largest wireless provider. “We are aware that our responsibilities to Canadians do not stop at the point of sale,” explains Rogers Cantel VP Paul McAleese.

Think there’s any chance that such a wave of politesse could extend south of the border? Nah…

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