Interesting idea, and something we’ve had discussions about before. But I always felt it was really irresponsible to do something in cinemas using mobile phones. And a bit odd too. When I go into a cinema the first thing I do is turn my phone off. Even before I get into the screen. So to turn it back on again to text an advert, only to have to turn it off again straightaway feels like a chore. Be really interesting to know what the response rates are like.