Last updated Friday, July 01, 2016 7:01 am GMT+8

Tuesday June 9, 2015
10:09 AM GMT+8

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HONG KONG, June 9 — It’s early days yet, but Pizza Hut Hong Kong has our vote for marketing gimmick of the month.

Advertising agency Ogilvy Hong Kong has found a way to turn the humble pizza box into a movie projector, with a little help from your smartphone.

The “Blockbuster Box” comes with a perforated, pop-out hole in its side and a unique pizza table that doubles up as the projector’s lens.

Slip the plastic lens into the hole, and then use the pizza table’s legs to prop up your smartphone inside the box.

The contraption then blows up your phone’s display onto any nearby wall.

Each box comes with its own QR code to scan, which gives you one of a variety of movies that Pizza Hut has made for the occasion, designed to play via the projector.

According to the Verge: “They’re called Slice Night (for horror fans), Anchovy Armageddon (for science fiction), Hot & Ready (for romance), and Fully Loaded (for an action flick).”

Quartz reports that this isn’t the first time Pizza Hut has dabbled in technology.

The restaurant chain recently tested a digital menu in the UK that tracks customers’ eyes to learn what they want to order.

It is also developing an interactive ordering table, on which customers can assemble their own pizza.

Ogilvy Hong Kong has found a way to turn the humble pizza box into a movie projector, with a little help from your smartphone. Ogilvy Hong Kong has found a way to turn the humble pizza box into a movie projector, with a little help from your smartphone.

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