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Viral Now: Attack of the Devil Baby

By Satrajit Sen , afaqs!, New Delhi | In Digital | January 16, 2014
A promotional activity for the upcoming horror movie Devil's Due scares the hell out of passers-by on New York City streets.

If you have always loved kids, this one, I can bet, will make you reconsider your stand.

Devil's Due video

At least some people in New York City were forced to do so, as a remote-controlled "Devil Baby" took to the streets of NYC in a viral marketing campaign for the upcoming horror movie Devil's Due. The movie is slated to debut on Friday, January 17.

In the video titled "Devil Baby Attack" that has since gone viral, the deranged child is lying abandoned in a stroller in the street, but when concerned pedestrians approach, it leaps up with a demonic expression.

With blood red eyes and bulging veins popping out from its oversized head, the baby caused many New Yorkers who were unfortunate enough to encounter it to scream in fear, with some covering their faces from the horrific sight. The video, published on YouTube on January 14, has already crossed 3 million views.

The baby was placed in a motorised pram operated by a hidden crew. When they found a suitable victim, the crew activated the baby. The video was created by Thinkmodo, a viral video marketing agency in New York City.

Directed by Matt Bettinelli-Olpin and Tyler Gillett, Devil's Due tells the tale of a newly-wed couple encountering an unexpected pregnancy. Soon dark changes are noticed in both the expectant mother's body and mind, leading to the revelation that she is carrying the spawn of Satan.

The promo campaign shows a pint-sized demon child roaming the streets of New York in a carriage by itself. When concerned citizens approach the carriage, the baby jumps up and lets out a blood curdling scream.

Hollywood horror movies have been increasingly using viral marketing activities to build interest. In October, creators of the horror movie Carrie staged a telekinetic prank in a coffee shop as promotion for its remake.

(Viral Now is a section about videos that are catching people's fancy on social media).

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