Volkswagen enlisted DDB Spain for the stunt, which centered upon the idea that: "The best way to explain a new technology is to show how it works."
As latecomers entered the cinema the film stopped and an illustration of a car appeared on the screen.
A loud beeping noise rang throughout the room, and a bright light was used to identify the people who arrived after the film had started.
Volkswagen sought to draw attention to its new technology, as well as encourage people to arrive to the cinema on time.
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