Handsome Indie Darling Jason Schwartzman teamed up with the chain of beloved Texas cinemas Alamo Drafthouse to film a “Don’t Talk” PSA to run before movies. 100% of his own accord. Apparently.

The Alamo Drafthouse is known for its strict film viewing etiquette, wherein patrons found talking or texting are warned and then ejected from the theater.

Like all things Schwartzman does, this is canny and charming. For more of the same, he’s in Wes Anderson’s The Grand Budapest Hotel, out now.

Don’t Talk – Jason Schwartzman from Alamo Drafthouse on Vimeo.