But also hilarious.
To promote new movie Rings, the third in the American franchise of the films (the Japanese versions are allegedly way scarier), a prank was set up at an electronics store which saw the creepy little girl from the movie, aka Samara, crawl out of a television set and terrify customers.
According to a behind-the-scenes video, the prep for the prank meant building a fake wall inside a real store in upstate New York, then covering it in televisions showing trailers for Rings. Hidden behind one of the lower television screens was a hidden compartment where an actress dressed up like Samara would emerge to scare customers.
In The Ring movies, after a video created by Samara is watched, she kills the viewer by crawling out of their television set and murdering them.