The company created unstaffed, pop-up sidewalk stands where passersby could pick up as many bottles as they wanted and pay by the honor system.

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For more of EW's exclusive interview with Safran on season two of Smash, including Jennifer Hudson's role and the series' new musicals, pick up the latest issue of Entertainment Weekly on stands now.

CNN: STORY HIGHLIGHTS

"All they do is put an ID card down and pick up a phone, " says Bill Knight, who stands behind a counter giving out the phones.

CNN: Volunteer greeters offer hugs, applause for troops