The Israeli Alzheimer Association (EMDA) went to Israel’s largest multiplex, Cinema City, and with their cooperation, played the wrong movie for film goers. People were confused, upset, and disoriented as they were so sure they had bought the correct tickets and went to the correct movie.

And that was the whole point. EMDA was successful showing people what life is like for someone who suffers from Alzheimer’s. It was all part of the International Alzheimer’s Awareness Week and the Israelis were quick to help spread the word.The video is featured on , StuntOfTheDay, and YouTubeTrends.