Pizza Hut’s New Box Turns Into a Film Projector

The time-tested combo of pizza and a movie recently got a little bit easier to pull off — well, assuming you live in Hong Kong.

That’s where Yum Brands’ Pizza Hut chains are running a promotion that allows pizza-loving cinephiles to combine their passions in a new way by turning their cardboard pizza box into a makeshift film projector with the help of any smartphone.

In a campaign that debuted in Hong Kong in April, the chain’s customers can order the special Blockbuster Box, which features a cut-out hole in the side of the box. The hole can be plugged with a lens found in the “pizza saver” disc atop the steaming-hot pie. Customers can prop up their phones inside the box to project content onto a nearby wall.

The deal includes a scannable QR code for a free movie download, though customers should be able to screen any content from their smartphones.

Advertising agency Ogilvy & Mather Group is behind the campaign; the chief creative officer in the agency’s Hong Kong office posted a how-to video online showing the film-projecting pizza box at work. There has been no word on whether or not the pizza-and-a-movie offer will be available at Pizza Hut’s U.S. locations, though AdAge reported the restaurant chain has tested the campaign in some additional Asian markets.

Meanwhile, in the U.S., Pizza Hut and fellow Yum Brands chain Taco Bell recently announced a plan to remove artificial colors and flavors from their food.