Science World lured folks shopping in Vancouver B.C. into a free photo booth, ‘The Photo Booth of Doom,’ as part of a promotional stunt by ad firm, Rethink Communications.

Rather than simply snapping a shot at the end of the photo booth countdown, an image of a frightened woman flashed on the photo booth screen, startling the photographic subjects.

They did receive photos, images of their frightened faces on a sheet that read, “A photo of a scared person is enough to spread fear. We can explain.”

Free passes to the Science World ‘Scream! The Science of Fear’ exhibit were included.