...and pick up a loaf of bread, o.j. and some cottage cheese

TIFF Bell Lightbox artistic director Noah Cowan and life partner Nathan Smith have found a nifty use for the inaugural Essential Cinema exhibit.

A list of 100 of the best films of all time is part of the exhibit and an interactive element allows cell phone users to send a text requesting a projection of a scene from one of the film displayed on a nearby wall three storeys high. A brief message can also be added.

In the case of Cowan and Smith, the film is 1954’s Johnny Guitar starring Joan Crawford and Sterling Hayden. When Cowan sees it displayed, he knows to call Smith and vice versa. Ain’t love grand?

-- Bruce DeMara