Bacon and eggs. PB&J. Pizza and movies. These are the kinds of classic pairings that continue to stand the test of time. Bustle reports that Pizza Hut Hong Kong has teamed up with ad agency Ogilvy & Mather to breathe new life into that last one.

With Pizza Hut’s ingenious new pizza box, you can project just about any movie or TV show you want (movie-theater style).

pizza hut box 3

How They Work

pizza hut box 6

See that red circle on the front panel of the pizza box above? You’re instructed to punch that out, then take the lens out of the pizza saver that kept the pizza in that box from getting smashed on its way to your door. Insert the lens, then flip the pizza saver upside down and slide your phone into place.

You can either scan a QR code on the box to pull up a series of Pizza Hut-curated short films to watch, or just stream whatever you want on your phone. Grab a slice and and watch digital projection get reborn in the modern world—wherever you are.

One Important Note

pizza hut box 1

Ad Age cautions that you need to lock your phone’s screen orientation so that you can stream videos upside down. By nature, projection flips images prior to the display you see on a screen or wall. Multimedia projectors like the ones used for business or school presentations often have a switch that flips the image internally. But this is a pizza box, so you have to do it by hand.

We love both the artwork and the execution, and wish Pizza Hut would use its global power to launch these everywhere. Ad Age reports that the Hong Kong launch was so successful, the chain has already brought these to two other Asian markets. Will these ever make it to the U.S.? Here’s hoping.

In the meantime, here are a few more images to make you want pizza for breakfast.

pizza hut box 4 pizza hut box 5 pizza hut box 2

[via Bustle, Ad Age]