Alex Craig

At a theater in Culver City, California this week, moviegoers were treated to a free advanced screening of Begonia after getting their heads shaved bald like Emma Stone in the movie.

Among those getting sheared in the lobby was Olabisi Kovida.

Triple Play Studios produced the experience.

Three years ago, the company hyped the horror film Smile by getting people to smile continuously at baseball games.

To plug the long walk last summer, they had moviegoers walk on treadmills throughout the entire movie.

Triple Play Studios founder Alex Craig says studios are turning to viral social media moments to get people back into cinemas.

Mandalit Del Barco, NPR News.