For reel! -[SoS]-

Film is still alive in the movies, with a modest percentage of features still shot on film, even if every step between the editing room and the big screen is digital. If you know where to look, a handful of theatres still run film at least occasionally (the closest house still showing the reel thing exclusively, mostly in 35mm with the rest in 16mm, is about 120 miles [193km] from home). The same slogan applies to still photography, as well.

 

Of course, the message could be read as an order to go out and record people and animals going about their usual (and sometimes unusual) ways on any convenient movie device you have.

 

(In case you wonder, the irony of taking a digital picture of a hat promoting genuine film is not lost on me.)

Done