We knew Big Soda—aka the American Beverage Association—would stop at nothing to ensure the sanctity of our 44 ounce sodas at movie theaters, fighting mean old Mayor Bloomberg's plan to ban the sale of sugary drinks over 16 ounces. But we didn't realize Big Soda would manage to find a poor man's Ed Burns (who knew one existed?!) for this video:

Yes, Big Soda's "grass-roots" campaign New Yorkers for Beverage Choices has been arming itself for the fight. Micah Lasher, Bloomberg's former lobbyist in Albany, Tweeted a photo of the group's message inside a Regal Cinemas: "Another outpost of the Coalition to Perpetuate Obesity. @regalmovies, thank you for your public-spiritedness." CityRoom reports, "At the Brooklyn Heights cinema, which is operated by Regal, some moviegoers said that canvassers had approached them about signing petitions against the mayor’s plan."

CityRoom spotted a plane flying a banner that said "NO DRINK 4 U - NEW YORKERS FOR BEVERAGE CHOICES" over Coney Island yesterday. A New Yorkers for Beverage Choices spokesman, Eliot Hoff, said that the banner would be overhead this weekend, too, "It is an efficient and exciting way for the coalition to get the word out to New Yorkers."