Star Wars: Etiquette

Before Disney+, Sky Germany won the broadcast rights to the Star Wars franchise, and wanted to celebrate this win with surprising promotions across multiple media and channels.

The Idea
To get viewers excited by using the customary pre-film notice for cinema guests to respect others by being silent and shutting off their mobile phones in a surprising in-universe way, by combining it with a live physical stunt using an actor, a harness, cables, and pulleys.

The Execution
A cinema. Before the start of the film, Darth Vader reminds you to be courteous to your fellow film-goers by not talking and by keeping your mobile phone off during the show.

The problem is, someone in the audience isn’t listening to him. He’s chatting very loudly on his mobile phone, and not paying attention to those who are shushing him and telling him to be quiet. Darth Vader warns him to shut up. He’s still not listening.

Lord Vader — finding this individual's lack of courtesy disturbing — "levitates" the poor guy out of his seat and "Force-chokes" him.

Vader puts him back down in his seat, satisfied the point has been made.

He then lets the shocked and confused audience know that Star Wars is coming to Sky Germany.