To reinforce their ‘Be There’ on-screen advertising message, Smirnoff treated cinemagoers to a surprise live performance by the Potbelleez of their hit single ‘Don’t Hold Back’, converting the cinema into a pumping disco for 3 minutes.

The Live In Cinema stunt, initiated by Mindshare, took place during the pre-show reel at selected movie screenings at Hoyts Entertainment Quarter. At the conclusion of each movie session, promotional staff handed cinemagoers a call to action CD directing them to the Smirnoff.com.au website to download the performance.