TV presenter Rylan Clark left unsuspecting cinemagoers shrieking after pulling off a series of jump scares in the spirit of Halloween. The television and radio personality received coaching from former Gogglebox favourite and self-styled "Master of Mischief" George Baggs before putting his newfound skills to the test at Vue Cinema in Islington, London.
Rylan concealed himself inside a photobooth before bursting through the screen to terrify filmgoers, and even tucked himself into a sofa to startle anyone who sat nearby. Hidden-camera footage captured the priceless reactions.
M&M'S Halloween campaign
The stunt was organised by M&M'S, which is giving film enthusiasts the chance to claim 500 free cinema tickets through its Halloween 'Scream Time' campaign. Those who screamed together were immediately rewarded with complimentary cinema passes and sweet treats.
Rylan said: "Halloween is right up my street. I love a spooky film and playing tricks on people so causing a bit of chaos in the cinema was basically my ideal day out."
"The reactions were priceless. One-minute people were minding their own business, the next they were jumping out of their seats and cracking up laughing. That's what Halloween's all about, having a laugh, making memories and enjoying a bit of mischief together."
Research on Halloween film habits
The light-hearted prank coincides with research of 2,000 adults commissioned by the confectionery brand, which revealed that 44% enjoy settling down to watch a frightening film during the Halloween season.
While 22% identified watching frightening films as their preferred Halloween pastime, surpassing decorating the house (13%), pumpkin carving (12%) and trick-or-treating (11%).
And it appears the nation's fondness for terror-laden cinema is driven by more than simply a handful of startling moments. While 43% appreciate the suspense and anticipation, 24% enjoy attempting to unravel the mystery as the narrative develops. Meanwhile, 17% stated it is the feeling of relief once the tension subsides that compels them to return for more.
Shared experiences and top films
It is also an experience many favour sharing, as 34% acknowledged they are prone to decline watching a spooky film without family or friends present. Nearly three in 10 (29%) also consider Halloween movie nights offer the ideal opportunity to spend meaningful time with loved ones. In fact, 10% have transformed spooky film evenings into a family tradition, according to the OnePoll.com data.
Even so, some find it difficult to maintain their composure, with 16% admitting they have concealed themselves behind a cushion during an especially tense scene. The research also disclosed the Halloween films which have made the greatest impact on audiences through the years, with The Witches named the nation's most memorable spooky family film.
Georgia Woodward, chief of spooks at M&M'S, said: "Halloween is all about sharing fun, laughter and a little bit of mischief with the people around you. Whether it's getting together for a spooky movie marathon at home or heading to the cinema with friends, these are the moments people love experiencing together."
"As the research shows, Halloween films have become a much-loved tradition for millions, which is why we're celebrating the season by encouraging people to embrace the shrieks, the laughs and, of course, the treats that come with them."
