I love to see creative ways that brands are using new media. To promote the remake of the movie Carrie, released in theaters in mid October, the film crew created a real-life movie scene for some unsuspecting customers in a New York coffee shop.
A quick search through other 2013 movie trailers show that most of them may get a few million views (Insidious: Chapter 2, another horror flick, has 6.8 million views). As of this writing, this non-traditional trailer has had over 30 million views in five days
That's real social media value, and a viral marketing success.