A viral ad featuring a very upset woman complaining about being evicted from a movie theatre in Austin Texas is doing the rounds on YouTube. 

The movie theatre in question, the Alamo Drafthouse, received a voicemail from the irate customer. They recognised that her compliant demonstrated their unique selling proposition and decided to use it to their advantage. The key to the success of the ad is that the Alamo Drafthouse understands that it can't please everybody. They also realise that the complainant is the kind of moviegoer that dissuades other film lovers from going to the theatre.