In the midst of setting up a 20-foot bag of popcorn in an open field in Windsor, Ontario for a promotional campaign, the Cineplex Entertainment team found themselves in the midst of the first tornado in the area since 1974. Rather than deciding to end their efforts in the area, Cineplex used the weather to fuel a new idea.
Cineplex stationed the oversized popcorn bag in an area that's known as "Lightning Alley," which is known to receive lighting about 47 days of the year. To go along with this, Cineplex created the #WeatherOrNot campaign and set up an online poll that asks people to decide if lighting will strike the large-scale popcorn bag. Those who participate will be able to receive a coupon to redeem a free bag of popcorn at the theater, which symbolizes going to the movies as a form of entertainment that's never bothered by inclement weather.