There are a few ways to promote a soon-to-be released film. Commercials, contests and sponsorship deals are routinely used as advertising methods.

“Devil’s Due,” a horror movie that comes out on Friday, instead hired a company to unleash a “devil baby” on unsuspecting New Yorkers. The horrifying prank, thought up by Thinkmodo, mostly resulted in screams and cries of terror, though one man just calmly stared at the fake baby.

The “devil baby” was equipped to scream, throw up and even seemingly give the finger.

Thinkmodo founder Michael Krivicka told Yahoo! News that he thought the project “was an interesting social experiment to see how many people would bother to check on an abandoned stroller.”

Watch the viral prank via YouTube:

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