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A viral advertisement campaign for the movie Dead Man Down, the Elevator Murder Experiment video is a social experiment to see what real people’s reactions would be to witnessing a murder in action.
Set in a busy New York elevator, two men got down and dirty, acting out a vicious scene for anyone who opens the doors. Several cameras capture people as they scream, run away, fling useless items at the perceived threat and, in a meta twist, one person even pulled out their phone to film the action. There were a few heroes who tried to help out, and everyone got a taste of the thrilling action in the movie.
With over a million views within two days, this campaign has already gone viral.