Calling all pizza and movie lovers: Our day has come. The global pizza franchise Pizza Hut has created a pizza box that, yes, doubles as a movie projector. Feast your eyes on the “Blockbuster Box”.
The concept was designed by Ogilvy & Mather in Hong Kong, which is unfortunately the only place where it’s available. Quartz has reached out to Pizza Hut to ask if and when the box will come to other countries, and we’ll update this story with any response.
Simply remove the projector lens from the pizza saver (that plastic thing at the center of your pizza), punch a hole out of the box, insert the lens, and place your phone in the box.
Watch how its work –
The pizza table inside the special Blockbuster Boxes features a lens as part of the design, however, which you can insert into the side of the box after you punch out the perforated hole.
Once you’ve inserted the lens into the side of the pizza box, you’ll then need a smartphone to power the experience. Placing your smartphone in the center of the Blockbuster Box, the lens will magnify your smartphone’s display and project it onto the wall.
This is mostly, of course, a marketing gimmick, meant to incorporate one’s smartphone into the pizza-eating experience. But it’s still a fascinating concept, and could offer children a fun way to learn about optics while devouring some pizza.