It's fun, similar to the movie ad that appeared on justin.tv a few years ago as a mock broadcasters channel. (I think the channel showed them 'live' and then some disaster happened or something).
However, doesn't make me want to go see some exorcist movie. Old spice was just in a different league. I actually bought some old spice.
"doesn't make me want to go see some exorcist movie."
Watching peoples' reactions doesn't really make me want to go either, but tbh, it may have made me want to see the movie if I experienced that. Not sure how many impressions that they got, but it could be significant.
In the end, the goal is not necessarily to make you want to go see the movie from this campaign, but to have a greater mindshare when people show up at the box office and want to see a horror movie.
However, doesn't make me want to go see some exorcist movie. Old spice was just in a different league. I actually bought some old spice.