() A New York City-based marketing firm horrified New Yorkers by staging a “murder in progress” to help promote Niels Arden Oplev’s upcoming crime film “Dead Man Down.” While it is being described as an “experiment” to see how people would react if they walked in on a murder in progress, it seems more like a horrifying prank.

The agency set up hidden cameras inside and outside New York City elevator and filmed people’s reactions as they discovered a man trying to strangle another man to death with an extension chord.

While some freak out and run away, others actually attempt to come to the fake victim’s aide. One woman striked the “attacker” with a shopping bag and another man sprayed him with a fire extinguisher. Others just screamed at the man and ordered him to stop.

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