Colin Farrell's new crime thriller "Dead Man Down" opens this Friday. And to promote it, an ad agency in New York pranked a bunch of people by staging a fake MURDER in an elevator, and letting them walk in on it.

When the elevator doors opened, they saw a guy strangling another guy with a rope, and a lot of them just screamed and ran away. But a surprising number actually tried to stop it.

And one guy just stood there taking pictures with his cell phone.

Reactions start at :17, and don't miss the one at 1:14.

Here the trailer for the actual movie: