Whether it's set to silent mode or not, the dazzling glare of a smartphone screen is a pretty good way to ruin the cinema experience for movie-goers around you. Disney's solution? Encourage people to use much bigger screens, and integrate them into the film itself.
For this month's upcoming re-release of 1989 classic The Little Mermaid, dubbed "Second Screen Live," viewers will be able to bring along their iPads and play games, "find hidden treasure," and do any number of things apart from paying attention to the actual movie. Watch the trailer below to see Disney's full vision for the face-illuminating future of film; "movie-going," as the narrator puts it, "has never been so much fun."