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Cineplex continues campaign with 20-foot popcorn bag

As part of its ongoing "Weather or Not" campaign, movie theatre company Cineplex Entertainment has begun an out-of-home promotion that makes use of a 20-foot-tall popcorn bag. The installation, located outside of Windsor, ON, incorporates a lightning rod at the top of the bag. According to the company, the promotion is an experiment to see if the popcorn inside the bag will pop if it is struck by lightning. The bag will remain in place until Sept. 2. The promotion also involves a 24-hour live video feed of the bag at <http://www.cineplex.com/popcorn> where consumers can watch for a lightning strike and vote on whether or not the popcorn will pop. The initiative is also being supported with social media activities.

"As the next phase of our 'Weather or Not' campaign, this activation proves that entertainment is always possible, even in a thunderstorm," said Pat Marshall, vice-president of communications and investor relations at Cineplex. "We’re encouraging Canadians to tune into our livestream to see how this ultimate science experiment plays out. While we're arguably Canada's popcorn experts, not even the team here knows what will happen."

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