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Here's how Alaskan fire departments sought out new volunteers:

Six Fairbanks-area fire departments turned to moviegoers to boost their volunteer ranks. A 30-second advertisement for volunteers appeared before each film shown at Regal Cinemas during the 2005 December holiday season. The campaign was in response to dwindling volunteer pools, officials said. They hoped to capitalize on increased movie ticket sales during the holidays."We're trying to get to that captive audience," said Jeff Tucker, chief at the North Star Volunteer Fire Department.

The movie theater ad featured 20 to 30 shots of firefighters completing typical tasks, such as spraying water on a fire or using the Jaws of Life to extricate someone from a vehicle. The shots were filmed locally and starred mainly volunteer firefighters.

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