A very well known advertisement we see in theater recently is the Digi advertisement, in which a cocky fat boy spoke freely and loudly in the theater without regards to the other patrons. He even bragged that noone will dare to scold him because he is "tai kor what".
That advertisement just has an updated version. He still received call in the cinema but his phone is in vibrate mode now. And he didn't even answer the call, just quickly rejected it. He can call back later, he probably thought. Oh... one of his arm is also in cast and his eyes is swollen.
He didn't get any scolding the last time he answered his call all right. He simply received a good beating from another patron. I think it was Vishul.