As a film reviewer who often sees films weeks or even months before they arrive in cinemas, it’s not uncommon to have to give up my mobile in return for access to the screening.
Understandably, film distributors and studios want to ensure no clips, audio of pictures get taken and shared with readers of this or the other entertainment sites they invite along.
Having your phone – or worse – your BlackBerry, confiscated can sometimes be a little frustrating if you’re expecting an urgent text or email but I think most of us are generally happy to go along with such requests.
The latest cinema advert from Orange extends this phone confiscation to the wider, paying film audience.
The ad follows up the earlier and popular ‘Phone Break’ ad and “focuses on the hilarious and over-enthusiastic measures taken by the ‘Talk and Text Enforcers’ to ensure that mobile phones do not ruin the cinema experience.”
The enforcers use a variety of methods, include detector dogs, to locate concealed mobile phones as they work to ensure everyone enjoys the film undisturbed.
Orange UK’s Director of Brand Spencer McHugh says: “we’re really excited to share the latest Gold Spot creative with UK cinema goers, and hope that it encourages them to switch off their phones to make the most of the movie”.