The movies The Cove, about dolphin slaughter, and Countdown to Zero, about nuclear threat, ended with a direct call to action: text a given keyword to 77177. Participant saw a high level of engagement, but because those films didn’t see huge business at the box office some of that potential went unfulfilled. “It’s not exactly a date movie,” jokes Boettcher of Countdown. But they took that learning and added an incentive: Waiting for “Superman” had a three-minute animated call to action and those who texted received $25 virtual gift cards for giving money to Donors Choose. “The redemption rate on those cards was extremely high,” reports Gebhardt. “So we had learned from The Cove that this connection is good; if we can get people to do it at scale it’s even better. And if we give them something to really do, an action to immediately take, we can immediately create social impact right there in the theater.” Last Call ends by asking moviegoers to text “water” to 77177 and to log onto takepart.com/lastcall.