Vue recently conducted research that revealed film fans are more scared of clowns than any other horror film character.
The cinema chain decided to test these findings by collaborating with agencies Think Jam and Media Circus Entertainment to create a special effects mirror in the bathroom of its London Piccadilly cinema. Clown images were placed behind the looking glass and popped up to unsuspecting customers.
Hidden cameras captured consumers’ startled reactions, which were compiled into a short film that was released yesterday (21 May).
Vue also enlisted a neuroscientist to explain people’s reactions to the stunt.
Patrick Fagan, neuroscientist and associate lecturer at Goldsmiths University, said: "This prank is a great example of a hardwired behaviour called the startle response. The reaction is innate and we simply cannot not do it."
More:
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .