VIDEO: Elevator ‘murder’ promotion for ‘Dead Man Down’ goes viral

Credit: YouTube
Credit: YouTube

What would you do if you saw a man strangling another man in an elevator? Would you step in and help? Would you call the authorities? Would you run like hell?

Some pseudo sociologists-turned-filmmakers decided to test people’s reactions to this shocking scenario in an online video called “Elevator Murder Experiment.”

It’s actually an advertisement for “Dead Man Down,” the latest film from the original “The Girl With The Dragon Tattoo” director Niels Arden Oplev (and starring Noomi Rapace and Colin Farrell). The YouTube clip was created by viral video marketing agency Thinkmodo. So far, it has more than 2 million views.

“At no point was anyone in danger, even though it looks like it at some points,” Michael Krivicka, co-founder of Thinkmodo and director of the “Elevator” video, told Metro World News. He hoped it would spark debate.

“Social media is the new platform to reach movie goers,” he says. “A TV spot can only be watched. That’s it. A YouTube video, however, can be shared, emailed, commented on, liked, etc. There is great power in that.”

“It was a very controlled production,” he adds.

All but one of the reactions were completely real, claims the director, including the guy who uses a fire extinguisher. In order to tie the project to the “Dead Man Down,” the last subject — a man who shows up with his dogs and films the murder with his cell phone — was actually an actor.
The staged part mimics a key scene in the film were one main character witnesses another lead character strangling someone to death. She too records the incident on her phone — and later uses it for blackmail.

There are other subtle clues that tie the viral video to the movie. Krivicka said the last word flashed before the viewer sees the movie title is “revenge,” another key theme of “Dead Man Down.

But many commenters seem confused, with many saying it could have gone all wrong if a bystander had a gun—or calling it out as a fake. That’s OK with Krivicka. “There is a big difference between advertising and viral marketing,” he says. “A viral marketing video is designed to start conversations around the movie.”


News
Entertainment
Sports
Lifestyle
Local

Aria Health Torresdale workers caught selling prescription drugs

Two Aria Health at Torresdale employees were fired amid accusations they sold prescription drugs out of the Northeast Philadelphia campus.

National

Rubin 'Hurricane' Carter died Sunday from prostate cancer…

Former U.S. professional boxer Rubin "Hurricane" Carter, who spent 19 years in prison for murder and then was released after it was determined he did not get a fair trial,…

National

Florida man charged with murdering son to play…

A Florida man annoyed that his 16-month-old crying son was preventing him from playing video games suffocated the toddler, police said on Friday.

International

Powerful 7.2 magnitude earthquake rattles Mexico

A powerful earthquake struck Mexico Friday, shaking buildings and sending people running into the street, although there were no reports of major damage.

Television

'Orphan Black' recap: Episode 1, ‘Nature Under Constraint…

Welcome to your first Season 2 “Orphan Black” recap! Hopefully Tatiana Maslany can help Tatiana Maslany get through this, with the help of Tatiana Maslany,…

Books

Poems from prison: 'How to Survive a Bullet…

Celebrate National Poetry Month with, "'How to Survive a Bullet to the Heart."

Entertainment

Whoopi Goldberg makes her debut as marijuana columnist

"It helps my head stop hurting, and with glaucoma your eyes ache, and she takes the ache out. It's wonderful," she said.

The Word

Kate Middleton made fun of Prince William's bald…

Kate Middleton and Prince William are in Sydney, Australia, right now, and it sounds like that brash Aussie sense of humor might be rubbing off.

MLB

Phillies notebook: Cole Hamels returns this week

The Phillies should receive a big boost when Cole Hamels returns during the Dodgers series.

MLB

Jimmy Rollins is key to Phillies success

When John Kruk was asked about what the Phillies need to contend for a playoff berth, the ESPN analyst said Jimmy Rollins needs to play like a MVP again.

MLB

Ben Revere lifts Phillies to avoid sweep

Ben Revere came through with a two-out RBI single against Atlanta’s tough lefthander Alex Wood.

NBA

Season wrap: 76ers make the grade

The 76ers opened the 2013-14 season with a victory over the Miami Heat. The Sixers closed the season with a win at Miami.

Parenting

Is camp right for introverts?

We ask an expert for tips on sending your introverted child to camp

Parenting

How to parent without gender stereotypes in a…

Christia Spears Brown, Phd. author of "Parenting beyond Pink & Blue" gives advice on raising kids free of gender stereotypes.

Tech

VIDEO: 'Vein-scanning' may become the future of paying

Designed to make transactions quicker and easier, the technology works by scanning the unique vein patterns in each person's palm.

Tech

#FollowFriday: 10 of the smartest Twitter accounts

Spending lots of time on Twitter? You might as well learn something. Here are some of the smartest accounts to follow.