NORTHERN PLANNER

I went to see John Simm do Hamlet last night, which was execellent.

Now, there's nothing more teeth grindingly annoying in the cinema and most certainly the theatre than people who forget or refuse to switch their mobile off. The Crucible Theatre have a great way of dealing with it. Just before the start, an intolerable ringtone assaulted our ears. Everyone looked around, desperate to pinpoint the culprit with a laser beam stare of contempt, before it gradually dawned on everyone that it had come over the louspeaker.

Then a small minority pulled out their phone and switched it off. Brilliant. Bring the full force of contempt to bear at exactly the right moment – shaming any transgressors into avoiding the emrassment at all costs.

I bet if it was done in cinemas it would be more effective in actual action than this (although the brand benefit for this campaign was huge).

Just shows what happens when you think about context and social dynamics properly….