The new “bullet screen,” or danmu, model of movie-watching that has recently been introduced in select theaters in China can perhaps be most pithily summed up with the title of the 2010 Chinese action comedy “Let the Bullets Fly.”
In this case, the bullets don’t refer to actual bullets, but to text messages that audience members send via their mobile phones while watching the film. The messages are then projected onto the screen, so that at any given time the scene may be overlaid with multiple “bullets,” or comments, scrolling across the screen.
Pop-Up Video. But in a theater. With content populated by the crowd. Of teens. What could go wrong?