movie theatre protocol

As a worshipper of Zhang Yimou (director of such movies as Raise the Red Lantern, To Live, Not One Less, The Road Home, and Happy Days), I highly recommend watching Hero on the big screen.
Towards the end of Hero, last night, someone's cell phone went off. Completely absorbed, I barely registered the ring. Not so, the boy to my left. A ripple went through his body; there was an agitated clenching of a fist, and as the guilty party walked out of the movie theatre, the boy suddenly reached into his pocket and pitched his spare change at the guilty party's back.
He missed.
But beware.
Beware all ye of the offending cell phone.