A new study published in this issue of Molecular Cell (Oktaba etal., 2015) suggests widespread involvement of promoters in the regulation of alternative cleavage and polyadenylation of mRNAs in Drosophila neurons. A new study published in this issue of Molecular Cell (Oktaba etal.) suggests widespread involvement of promoters in the regulation of alternative cleavage and polyadenylation of mRNAs in Drosophila neurons.