On August 3, a cinema in Beijing rolled out a “danmu” service to accompany its film screening. It was first popularized by Japanese ACG (animation, comic, game) video portal Niconico, which later inspired Chinese ACG websites AcFun and Bilibili . The use of danmu for screening at the Beijing cinema was allegedly the first of its sort in the world. To start commenting at the danmu screening, audience needed simply connect their smartphones to the cinema’s wifi and they would be directed to an inputting page. The concept – people freely entertaining each other as an anonymous collective – might as well be adapted somewhere else besides film screening.