The concept is called second-screen viewing. Smartphone apps like Shazam and SoundHound, which formerly were used for figuring out whether that song is Foghat or Papa Roach, have partnered with cinema ad networks so that their audio-recognition technology can be used to access additional promotional material on your phone while the preshow ads are playing on the big screen. So, we should keep our phones turned on to ... enhance the commercials? They've just combined the worst of both worlds.
You'll take selfies for prizes during the "turn off your cell" announcement.
If you were hoping this bullshit ended after the trailers, it's our sad duty to inform you that they're not going to stop there. As if being trapped in a darkened space with dozens of shouting, pooping toddlers wasn't exasperating enough, they've already conducted second-screen viewings of The Little Mermaid and other Disney films, in which they encourage audiences to bring an iPad along to access extra interactive features during the movie. Now, doing this sort of thing at kids' movies is one thing, but seeing as advertising executives aren't always known for their restraint, does anyone honestly believe they won't gradually try to trickle it into everything?
chat9780/iStock/Getty Images, Halfbrick Studios
Oh, look: it turns out the murderer was a fruit ninja.