Video case study: Telekinetic Carrie prank gets 4m YouTube views

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To promote its remake of horror classic ‘Carrie’, Sony Pictures and MGM created an elaborate (and rather terrifying) hidden camera prank which has gone viral big time, getting over 4 million YouTube views.

Brand: Sony Pictures, MGM| Sector: Entertainment | Country: US | Objective: brand awareness, consideration and purchase | Format: Video, YouTube

To build buzz around the upcoming film, billed as a "re-imagining" of the classic horror novel by Stephen King, Sony's marketing team staged a fake display of telekinetic rage in a New York cafe.

When a clumsy customer knocks over a woman's drink, she loses her temper and appears to pin him to the wall telekinetically, before angrily scattering tables using her supposed "powers".

The video, titled 'Telekinetic Coffee Shop Surprise', shows how the prank was set up as well as how it plays out and frightens real-life customers. It's already racked up over four million views on YouTube.

Carrie was famously adapted into a 1976 film starring Sissy Spacek. In the new version, Kick-Ass star Chloë Moretz plays Carrie, the girl who unleashes telekinetic terror on a small town after a nasty trick backfires on prom night.

Carrie is set to open in US cinemas on October 18 (before getting a UK release on November 29) and

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