It might not happen that often (let's face it, here in the UK, you're more likely to worry about being tutted at if you tell someone to stick their phone where the sun doesn't shine), but this past weekend saw panicked movie-goers fleeing a New Mexico cinema after a woman was shot while watching Avatar.

The unnamed lady suffered a bullet to the ankle and rushed to a local hospital, though her injury isn't life threatening. According to the Albuquerque police department, there's still some doubt as to whether it was planned or simply an accident. In any case, the victim wasn't a target.

Spare a thought also for the confused punters in the screen next door, who were suddenly confronted by armed police officers locking the place down.

While we know James Cameron is looking for ways to provide a more visceral film-watching experience to tempt us all back into the cinema and crank out wallets open, we doubt this was what he had in mind.