HK people are notoriously late to everything. Being on time just isn't part of our DNA. For UA Cinema, it means a large group of people are not getting the full experience of the story and are unable to enjoy movies to its fullest. UA Cinemas' mission is to make the total movie experience as complete as possible so my creative team came up with a free service to help with this ever growing dilemma. This won a particularly sweet achievement in the very competitive mobile category in 2011 Media Spikes regional show.
