In South Korean movie theaters, filmgoers were not on the edge of their seats - they were up and running. To promote its new ZPump Fusion sneakers, Reebok set up treadmills in cinemas. Once the movie began, the image seemed to freeze as if was loading, until one of the moviegoers was encouraged to put on the Zpump and start running. In fact, the movie would only continue playing as long as there was someone running. The filmgoers took part in a relay race until the final credits. This stunt not only promoted the new Reebok shoe, but the fact that running is better for you than sitting around.