Ogilvy Beijing recently terrified a cinema of moviegoers with a clever campaign that showed how multi-screen technology can be used to relay an idea. After the audience took their seats, the pre-roll advertisements started playing on the screen. And what at first seems like a standard car ad quickly shifts into something quite different when all those sitting in the cinema receive text messages. While everyone is looking down at their phones, the car that was casually driving along the road suddenly careens off the road and smashes into a tree.