Film clips showing the dangers of momentary distractions - such as a passenger opening a can of fizzy drink - will be sent via Bluetooth to the phones of young people as they arrive in cinema foyers.
They will accompany a new cinema advert by Road Safety Scotland, which demonstrates how distractions can cause road crashes.
According to the Scottish Government, latest research shows almost 60 per cent of young people are more likely to respond to mediums such as the mobile phone and the internet, compared to traditional media channels such as television.
Transport minister Stewart Stevenson said: "This campaign is new, it is innovative and it can make a real difference. Ninety seven per cent of young people between the ages of 18-24 now own a mobile phone. That is a huge audience we can potentially reach with this campaign and it has my full backing."
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