To promote the third installment in the Ring franchise, Paramount Pictures pranked New Yorkers by having the demonic character- Samara – crawling out of a TV set.
The man behind the campaign Michael Krivicka, told CNET that these people were legit customers, not actors. “Once customers realized they were being pranked, they laughed out loud and happily signed the release forms afterwards. I have been doing these things for a few years now and the key is to prank people you think would take it well.”
The Facebook post, which has over 126 million views, states: “You know the rules – First you watch it, then you die. Watch as hidden cameras capture the reactions of unsuspecting customers when Samara comes for them IRL. ? See #Rings in theaters 2.3.17″
This isn’t the first time horror films have been promoted by scaring the pants off people. When one of the new Chucky movies was about to be released, to get everyone’s blood pumping the production house let Chucky loose on the streets.