Creatively, we set out to achieve a video that would transcend its classification as a trailer. We wanted to create a video that could stand alone as an enjoyable watch. This made balancing sharp creativity with blunt scares tough. Though the scare pranks are nothing new, this stunt elevated the genre and set the bar to a new height. We knew we had to pull out all the stops to convince real people that the hauntings they are experiencing are real as well.

After four months of planning, convincing the owners of the house to let us borrow it, a couple of all-nighters, hundreds of man-hours, 27 wired-up GoPros and 18 hours devoted just to installing them, 30 broken mirrors, and much more chaos, we pumped out an epic viral video, while leaving innocent house hunters with a truly memorable story to tell.

40. Million. Views. That's the current tally. We released this video on the Paranormal Activity social media channels, and the New York Times, Daily News, MTV, Insider, and dozens of other news outlets picked this up. Even a few real estate companies used this video to promote their businesses. In the first week we counted 12 million views. The Paranormal Activity franchise, thanks in part to this activation, now holds the #6 spot on the list of top grossing franchises of all time.