This Carlsberg stunt, put together in Belgium last week by Brussels-based agency Duval Guillaume Modem, has already gone viral on YouTube, with over a million views so far and counting. To promote Carlsberg’s new global strapline, ‘That Calls for a Carlsberg’, a series of unsuspecting couples bought cinema tickets, only to find as they walked in to the theater that they were surrounded by hard core bikers. Many couples walked straight out, but those brave enough to take their seats were rewarded by cheers and a bottle of Carlsberg as the strapline flashed up on the screen

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