Dan Florio refers to himself as a CPO, which stands for chief pee officer. Yes, "pee" as in urine.
"We're throwing spaghetti at the wall and seeing what sticks," Florio says. "It's a pretty hilarious idea."
That idea was to compile a list of the two or three best times to get up and pee in every movie ever. Florio hatched the scheme nine years ago.
"During the remake of King Kong back in 2005, it's three hours long and I didn't run-pee but, boy, did I wish I had by the end of the movie," he says.
One week later, Florio purchased runpee.com, a domain name he deemed sterile enough for users of all ages. Florio has since added a professional movie critic to the payroll, launched an app for iPhone and Android, and -- he says -- relieved around a quarter-million users, because deciding when to pee during a movie we can't pause gives us all anxiety.
"It's me, my mother and sister who watch the majority of movies," Florio says.
The RunPee family watches more than 150 a year, producing a steady flow of pee-times, reviews, and synopses for bladder-conscious viewers.