TV and radio presenter Rylan Clark scared unsuspecting cinemagoers in an undercover Halloween prank mission at Vue Cinema in Islington, with hidden-camera footage capturing the reactions as he burst through a photobooth screen.
Clark was coached by ex-Gogglebox star and 'Master of Mischief' George Baggs to perfect a real-life jump scare. At one point, the star hid inside a photobooth before bursting through the screen, leaving his victims screaming in shock.
Free tickets and sweet treats for screaming fans
Unsuspecting film fans who screamed together were rewarded on the spot with free movie passes and sweet treats. The experience was organised by M&M'S, which is giving film fans the chance to claim 500 free cinema tickets through its Halloween 'Scream Time' campaign.
Clark 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."
Research reveals nation's love for spooky films
The playful prank comes as research of 2,000 adults commissioned by the confectionery brand found 44% enjoy settling down to watch a spooky film during Halloween season. While 22% named watching scary movies as their favourite October 31 activity, ahead of decorating the house (13%), pumpkin carving (12%) and trick-or-treating (11%).
The research also revealed the Halloween films which have left the biggest impression on audiences over the years, with The Witches crowned the nation's most unforgettable spooky family film. Gremlins, Beetlejuice and Coraline followed close behind, with Edward Scissorhands, The Addams Family, Monster House, Jumanji, Labyrinth and Hocus Pocus completing the top 10.
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."
