The Orange adverts tried to drum it in to us for years but there are still some cinema goers who choose to flout social etiquette by using their phones.
And while the stick method – loud tutting, muttered threats, etc – does encourage some to behave themselves, a cinema chain in America is hoping incentives will work for the rest.
The Cinemark movie app will reward you for not using your smart phone during a film by plying you with loads of rewards, like free drinks and discounted concessions.
It works by offering you the option to put your phone in CineMode, which is a bit like Airplane mode.
If you mange to keep this active for the entire duration of the film, you can earn free coupons.
It has been developed by Cinemark, which operates cinemas across the United States and Latin America, and also allows you to book tickets and search for showtimes.
Here’s hoping the app expands its service to cinemas in the UK.