First you watch it. Then you die. Those are the rules of The Ring.
Samara Morgan is back for another chapter in the horror saga that started in October 2002 with Gore Verbinski’s “The Ring.”
But first, she’s terrorizing unsuspecting customers – IRL* – at a TV store.
It’s an elaborate prank designed to generate buzz about the new movie – the third in the franchise -- and it’s pretty dang funny. Unless, of course, you’re the one to see Samara coming for you.
Watch the video above to see people’s reactions as Samara slinks out of a television -- not in 3-D, but for real.
Thi is not the first time, a studio has used a prank like this to promote a horror movie.
"The Conjuring 2" did it in September, terrifying people using a two-way mirror. It's a favorite of one our morning producers.
[WATCH: 'Scariest two-way mirror prank ever']
The team behind the 2013 remake of the 1976 horror classic "Carrie" did something similar, putting on quite a show at a New York City coffee shop.
[WATCH: Telekinetic coffee shop surprise]
The clips have generated tens of millions of views. People apparently love to watch others being terrified.
The Ring: First you watch it. Then you die.
"The Ring," which a reimagining of a 1998 Japanese film rooted in the novels by Koji Suzuki, revolves around a mysterious -- some say cursed -- videotape. Anyone who watches it dies within a week.
"The Ring 2," released in 2005, is set six months after the events of the "The Ring" and explores new clues.
The latest installment, "Rings," is set 13 years later and unveils a "movie within the movie."
Directed by F. Javier Gutierrez, “Rings” opens Feb. 3 and stars Matilda Lutz, Vincent D’Onofrio, Johnny Galecki, Laura Wiggins, Aimee Teegarden, Alex Roe, and Bonnie Morgan. It's rated PG-13.
[WATCH: Movie trailer from Paramount Pictures]
*IRL = in real life
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