A new experiment at Sony’s “The Walk” is making waves among the production community. During the film’s countdown, some viewers were privy to teaser commercial advertising, sponsored by the BBC.

The pre-roll ad showcases the special features and had been running since Saturday at 4 p.m. ET. Some fans, alerted to the ad campaign by a report by IndieWire, have started a petition to stop the campaigns on social media:

https://twitter.com/lmarfo/…

Some people with unlimited data though got away. One user on Reddit, XSavant, snagged a spot:

@SonyFilms Thank you for the gig, what a thing to have. pic.twitter.com/PnhC0Vb6Hd — XAVANAVA❄️ (@XAVANAVA) November 3, 2018

There’s no clear details about exactly when this started, where it was running and how it was affecting other users, but Independent reports the company has said it may run commercials “in selected theaters and via multiplex partnerships” in North America and Europe for the duration of the film’s release in 2019.

The cinema experience, both cheap and expensive, is some people’s favorite for catching a movie. And losing out on a beloved film due to a pre-roll ad would be a major loss.

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