Movie Theater Simulates What It’s Like to Be Homeless in Winter

Relating to the struggles of the homeless is no easy taskFiftyfifty is a Germany-based publication that is focused on doing exactly that.

In a recent awareness tactic called Frozen Cinema, Fiftyfifty tricked unsuspecting moviegoers into feeling what it’s like to be homeless during the winter. The air conditioning in the movie theater was cranked down to freezing levels, making the movie goers physically experience cold temperatures the homeless face on a regular basis

As each visitor scrambled to cover themselves with a blanket, a short documentary would begin to play explaining what the customer is experiencing. The ad also called attention to the fact that each blanket has a QR code that enables visitors to donate to the cause directly from their seats.