How many times have you been at a movie theater, museum or anywhere else in public when the intrusive sound of another person's ringtone violated your eardrums? It's happening with more frequency, and sometimes at extremely inopportune times (we had someone's cell go off loudly during a funeral). Custom ringtones can be a fun way to personalize your celly, but come on, do we need to hear your Wiz Khalifa ringer in the middle of a movie, playa? That's why we're a big proponent of keeping your mobile on vibrate (in fact, we never have our ringer on), and Apple is planning to provide a creative way to customize those good vibrations specific to the person calling you so you don't have to be THAT guy or girl.
9to5Mac reports the upcoming iOS 5 will allow users to assign customizable vibration patterns specific to your contacts. This custom vibration can also be partnered up with a LED flashing, for times when you need visual cues someone important (or not) is giving you a call.
This option is probably not going to cull the rampant disregard for polite public manners, but perhaps this keen feature will be novel enough to gain foothold amongst a few willing to keep their mobile devices hushed...something almost anyone can appreciate.

White Enamel Four-P...
Finally!
Now they just need invent a way so people can talk silently on the phone after they answer the vibrating...
Why is that screenshot showing T-Mobile? And when is something similar coming to Android?
Actually how about turning OFF the phone during the movie... we don't need the noise or the blinding glare.
Now, if only Apple will give me the option to set my phone's GPS so it will ring at home (when the phone is not on my body) but be on silent mode when I'm anywhere else.
I'd also love an option like "set to silent for two hours" for those times when you go into a class, but then forget to turn the sound back on the phone afterwards.
I know I could probably do so with an android or a jailbroken iphone, but I don't want to jailbreak!
I agree with wayward... if you can't keep your phone off for 2 hours, well, then don't go to a movie.
Watch pay per view... at home.
i rarely turn my phone to silent but favor vibrate over it. I thought that was the norm. Yes I am still going to go to movies and keep it on vibrate, you never know when something important for work may pop up, or if you have older parents if something needs immediate attention. However, don't worry, my screen has a black interface so i won't bother you with the glare.