Someone could need first aid just from the shock of seeing this. Were any unsuspecting civilians startled to the point of being seriously pissed off? "Honestly, not that we've heard of," he says. Maybe that's because the stunt played only at a few movie theaters, during the Toronto Film Festival no less. Moviegoers can handle anything these days. The Toronto Transit Authority begged off, says Linardatos, because they were "concerned that people would hurt themselves rushing down the stairs to help. They obviously don't ride their own subways. We also tried a few major malls, and they all loved the idea but they backed out at the last minute with the same concern." The stunt made the Canadian papers, though, and "the whole point of the campaign was generating PR for the Red Cross," he notes.