RE:Cineplex leveraging D-Box with a new in-theatre adVery interesting development indeed. Kind of a chicken & egg scenario. Cineplex generates lots of revenue from their "Captive Audience" in-theatre ads. So if more advertisers run ads that contain D-Box motion code will Cineplex install more motion seats? or.... If Cineplex installs more D-Box seats will more advertisers run motion coded ads in Cineplex theatres? Either way, it is clearly a positive for D-Box, Cineplex, and the advertisers that have found a new way to break through the clutter and be noticed.