At a movie theater in Germany, the audience present was part of an unusual experience.
As a BMW commercial played on the screen, a powerful flash projected the company’s logo at the audience.
At that moment, the commercial’s protagonist told viewers to close their eyes. When they did, they could see the BMW logo painted on the back’s of their eyelids.
It’s the same effect that occurs when you stare at the sun for a few seconds and then close your eyes; a spot can still be seen on the back of your eyelids.
“I can’t imagine this working in the U.S, though. None of the teenagers would see it, as they’re all texting and chatting on their phones, and somebody, somewhere, would decide to sue the theater for triggering an epileptic fit,” Charlie Sorrel at Wired said.