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The UK distributor for The Woman in Black 2: Angel of Death is having a little fun with theatergoers.

A typical lighted theater poster display case has been transformed into something a bit more scary. A woman, pretending to be the title character, hides behind a stretchable poster. When people come up to take a look, she pushes through scaring them. It’s incredibly simple, yet astoundingly affective.

The Woman in Black 2 opens January 2, 2015.