As part of TIFF Festival Street, pedestrians can watch movie clips in the Movie Moments mini theatre. The selection of clips will be scenes that got huge audience reactions during their original theatrical release. Think, “Luke, I am your father.” or “Avengers, assemble.”

One of these emotional scenes will play, but soon be cut short unless all the seats in the mini theatre are filled. ‘This moment doesn’t happen without Cineplex’ will appear on the screen along with a seat map indicating the empty seats.

For the scene to continue and reach its emotional peak, more people on the street will have to join the viewing group until all the seats are filled. Only then can the audience experience and celebrate that big, uniting cinematic moment together.