Horrific movie publicity stunt shows public react to fake murder

Would you intervene if you saw a man trying to strangle another man to death?

This is the question posed in an all-too-real manner by New York viral company Thinkmodo, which staged a shocking stunt to help promote new gangster thriller 'Dead Man Down', starring Colin Farrell.

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In a video posted on YouTube, a procession of people are confronted with the sight of two men grappling on the floor of a lift, and the question 'What would you do if you walked into a murder in progress?’

Two guys asked themselves the same question and staged a murder in progress inside an elevator. Hidden cameras recorded people's reactions. The varied reactions are then captured on film for posterity.

Some attempt to stop the fight in various ways, from spraying the pair with a fire extinguisher to beating the assailant with a bunch of flowers.

Many more, however, walk away from the scene, while one decided it best to take pictures.

The film that the clip is promoting follows rising gangland type Victor, played by Farrell, as he infiltrates a crime syndicate to exact revenge on its boss.We're not sure much the publicity stunt actually relates to the film, though the trailer does briefly feature an elevator.

It's out at the weekend, and also stars Noomi Rapace and Terrence Howard, helmed by 'The Girl With The Dragon Tattoo' director Niels Arden Oplev.

Did this outrageous publicity stunt go too far? Please let us know below…