In an effort to prove the image quality of their monitors LG set up a grid of IPS monitors on the floor of an elevator in an effort to create an optical illusion that the elevator is plummeting to its demise as a hidden camera captures the reactions of riders who believe their end is near.
The prank is not the work of Internet amateurs, it was developed by a European marketing team for LG electronics to promote their new IPS monitors.
With the tagline, "So Real, It's Scary, the nearly two-minute YouTube video shows riders' reactions as the IPS monitors display what appears to be the bottom of the elevator floor dropping out beneath them.
The YouTube link has been viewed nearly 700,000 times since its posting late last week. The majority of the comments have focused not on the monitors' quality but on whether the people in the video are real or actors hired to portray pure terror.
The IPS (in-place switching) monitor is described on the LG website as allowing viewers to "discover a richer, brighter more detailed online experience" and to "experience stunning images from any angle."
The monitor retails for around $250.