The future of Movie watching

Bestbuy have teamed up with Cripsin Porter + Bogusky to create a mobile platform called "Movie Mode". It turns off the sound, dims the screen, and offers you additional information on the movie. The ambition to create a platform rather than just another bit of communication is fantastic, and they are releasing their first app to coincide with the upcoming animated film, Despicable me. Though I shudder at the thought of everyone looking at their phones during a film, as we all do in conferences, I admire the thinking.