This is creepy-awesome prank-cum-promotion for the film `Devil's Due.
This may be an emerging trend among film promotions (rf. `Carrie, which I wrote about Awesome prank is also a promotional).
I believe, moreover, that it's a sign of the times that the promo video went gangbusters viral (36,141, 682 views), whereas the trailer itself was just modestly viral (624,890), as of this writing.
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