Now here’s how you promote a horror movie.

The folks behind Rings, the upcoming sequel to The Ring, have played a terrifying prank on shoppers that saw ‘Samara’ (the eerie girl from the original movie) climb out of a television.

The prank was pulled off by building a fake wall inside a real store in New York, then covering it in televisions, all of which were showing the trailer for Rings.

A hidden compartment behind one of the screens enabled an actress dressed like Samara to appear to crawl out of the television and spook customers.

Needless to say, it worked — the customers look terrified.

Rings will be released in Australia on Thursday 23 February.