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Over the weekend of Oct. 26, when audiences in Sweden flocked to see the new James Bond film Skyfall (yes, you heard that right—they got the latest Bond movie two full weeks before the U.S. did), one group of fans entered Stockholm's Filmstaden Sergel unaware that they were being filmed for a secret-agent-themed Sony marketing stunt.
Swimming inside the free sodas being handed out by the theater's entrance, the electronics company had surreptitiously hidden several Xperia Acro S smartphones—a new waterproof model.
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