Paramount Pictures: Haunted Open House Prank
It is a trend to promote a horror movie with a prankvertising (a commercial based by prank). It is easy and if it is well done it has viral potential, so less budget needed for the media buying.
Paramount Pictures did a prankvertising directed by Gregory Plotkin. The spot promotes Paranormal Activity: The Ghost Dimension and I can say that it is a successful prank.
There were awesome reactions, reactions that make you laugh.
Someone said that the "prank is probably better than the movie itself." Maybe not, but it is funnier that the movie for sure...