An auto-reply- server-implemented method for automatically responding to a telephonic communication from a caller based at least in part on an event schedule, the method comprising: obtaining, by said auto-reply server from a remote mobile-telephony device, a plurality of audiovisual media messages, each audiovisual media message having been custom-recorded on said remote mobile-telephony device for a specific event or type of event of a plurality of events or types of event, said plurality of events or types of event corresponding respectively to a plurality of date and/or time periods; receiving, by said auto-reply server from an interactive voice response ("IVR") server at a current date and time, a request for a currently- appropriate audiovisual media message, said request having been sent in response to said IVR server's being notified that the caller is currently attempting to initiate the telephonic communication with said remote mobile-telephony device; selecting, by said auto-reply server, an audiovisual media message of said plurality of custom-recorded, event- specific audiovisual media messages as having been custom-recorded for an event or type of event corresponding to said current date and time; and sending, by said auto-reply server to said IVR server, an indication indicating that said IVR server should play said selected audiovisual media message to the caller characterised in that at least some of said plurality of custom-recorded, event- specific audiovisual media messages are further associated with a set of one or more specific callers; receiving said request further comprises receiving a caller-identifier identifying the caller as being a member of said set of one or more specific callers; and selecting said selected audiovisual media message further comprises selecting said selected audiovisual media message as being specifically associated with the caller. obtaining, by said auto-reply server from a remote mobile-telephony device, a plurality of audiovisual media messages, each audiovisual media message having been custom-recorded on said remote mobile-telephony device for a specific event or type of event of a plurality of events or types of event, said plurality of events or types of event corresponding respectively to a plurality of date and/or time periods; receiving, by said auto-reply server from an interactive voice response ("IVR") server at a current date and time, a request for a currently- appropriate audiovisual media message, said request having been sent in response to said IVR server's being notified that the caller is currently attempting to initiate the telephonic communication with said remote mobile-telephony device; selecting, by said auto-reply server, an audiovisual media message of said plurality of custom-recorded, event- specific audiovisual media messages as having been custom-recorded for an event or type of event corresponding to said current date and time; and sending, by said auto-reply server to said IVR server, an indication indicating that said IVR server should play said selected audiovisual media message to the caller characterised in that at least some of said plurality of custom-recorded, event- specific audiovisual media messages are further associated with a set of one or more specific callers; receiving said request further comprises receiving a caller-identifier identifying the caller as being a member of said set of one or more specific callers; and selecting said selected audiovisual media message further comprises selecting said selected audiovisual media message as being specifically associated with the caller.