Giant safety messages will be projected on to the sides of buildings as part of a pioneering campaign to raise awareness about fire prevention.
West Midlands Fire Service said it was the first brigade in the country to use the technique, which is designed to inform as many residents as possible about how best to stay safe.
Messages and images encouraging home fire safety checks and the use of smoke detectors will be displayed on the side of a Birmingham cinema in a campaign which starts today.
The service has bought five projectors for use over the next few months and is launching the initiative at Cineworld, Great Park, Longbridge.
Fiona Rhodes, from the community fire safety team, said: "This is an amazing piece of equipment which allows us to get our fire safety messages across to a large number of people.
"It is yet another innovative way of heightening awareness and making the West Midlands a safer community."
The fire service is working with local police who will also project messages about road traffic accident prevention, crime prevention and anti-social behaviour.
Pc Jason Durnall, from West Midlands Police, said: "The Great Park complex is very busy on Friday and Saturday nights.
"We hope the images will stop people in their tracks and change their behaviour for the better by making them more aware of fire safety and crime prevention."