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Shoppers at a television store may not have seen the mysterious video that kills viewers after seven days, but their life still flashed before their eyes in a terrifying “Rings” prank. Paramount promoted their latest film in “The Ring” franchise by having the character Samara crawl out from a TV and scare customers. Their efforts certainly did not go to waste.

The prank, which was captured using hidden cameras, has gone viral, attracting hundreds of millions of views across their social media platforms. On YouTube, the video has received more than 4 million views, while over 260 million people have viewed the Facebook video. The video that was shared to Twitter has received more than 28,000 retweets.

The video features Samara, played by Bonnie Morgan, and shows people’s genuinely terrified reactions as the super realistic character suddenly comes to life. As people are innocently shopping, the character creeps out from behind the TV, sending people screaming and running.

According to Adweek, this is far from the first real-world horror movie prank the viral marketing agency, Thinkmodo, has produced. They’ve previously done work for the films “Carrie” and “The Last Exorcism Part II.” Thinkmodo’s co-founder James Percelay told Adweek that the location was key to making the prank all the more sadistic, yet simultaneously amusing. “Drama comes from contrast, he said. “A place that’s brightly lit and has a friendly salesperson is where you’re least likely to be scared. But also it’s relevant to the movie, where somebody views something on TV and they become the subject of imminent death.”

The upcoming psychological horror film follows Julia, who, according to IMDb, “becomes worried about her boyfriend, Holt, when he explores the dark urban legend of a mysterious video said to kill the watcher seven days after viewing. She sacrifices herself to save her boyfriend and in doing so makes a horrifying discovery: there is a ‘movie within the movie’ that no one has ever seen before.” It stars Vincent D’Onofrio, Laura Wiggins, Aimee Teegarden, Johnny Galecki and Morgan and is set to be released Feb. 3.

Social Media Reacts to Viral ‘Rings’ Prank

What are your thoughts on the frightening prank? Will you be seeing “Rings”? Sound off in the comments section below!