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Author's Michelle Paver 'Thin Air' Was Introduced to Market with a Prank

 - Oct 22, 2016
References: youtube & prexamples
For the release of author Michelle Paver's 'Thin Air,' which is described as a ghost story, a unique launch was set up at publisher Orion’s office to introduce the book with a bang to horror fans.

The story tells the tale of five English men who head to the sacred summit of the highest peak on the planet, but as the book describes, "the mountain is not their only foe."

For the prank, the horror fans were invited to a reading, which unsettled the audience with cold blasts of air and a ghostly presence in the room. In actuality, the prank involved setting up a series of theatrical special effects that would be projected to the audience in real-time—although the unsuspecting victims of this prank had no idea of this when they were locked inside of the reading room.