Elevator Murder experiment captures bystander reaction, promotes movie A video made to promote this weekend's theatrical release of Dead Man Down asks the question, what would you do if you walked into a murder in progress? WHAT would you do if you walked in on a murder? A video doing the Internet rounds shows a carefully stage-managed scene. Cameras are placed in and around a New York City elevator where two actors are pretending to be in the throes of a murder. What does the prank hope to achieve? To capture the reactions of apparently innocent onlookers and pose the question - what would you do? Some scream. Some rush to help. Many simply walk away quietly. A movie network in the United States is using the apparently anonymous clip Elevator Murder Experiment as part of an advertising campaign. Dead Man Down, a thriller starring Colin Farrell and Noomi Rapace, is due to be released in the United States this weekend. The clip is the work of advertising firm Thinkmodo which produced a similar "teaser" clip for the release of The Last Exorcism last week.