I watch a lot of horror movies, usually within the comfy confines of my own home. So I probably won't be seeing "Devil's Due" anytime soon, but I gotta admit, this is a darn clever way to virally market your movie. Of course, 99% of people who watch this probably think the movie's called "Devil's Baby", so....
Bonus, here's a similar viral prank for 387th remake of the movie "Carrie" a few months ago.
Question: How do you think you'd respond to this prank?!?
 I'm not 100% sure the participants (including the "customers") in this one aren't all actors. They all just look a bit too "polished". Maybe that's just me.