Life isn't frightening enough for some people.
They need to feel as if they're about to die because, well, it's fun or something.
So if you bring randoms from the street in to see a psychic, they won't object to being scared out of their trousers at all.
How do I know? Because I've just seen a viral video for a movie called "Ouija." This beautifully vile concoction involves a lady psychic who can perform an act that few lady psychics can match. Or, indeed, few human beings.
I don't want to spoil it for you, as I'm sure that many of you are partial to such things. Clearly, those who visit her don't expect what's coming.
The video is the work of Michael Krivicka and his team at Thinkmodo, which creates viral-video ad campaigns. You might remember their previous scary oeuvres, such as.
In person, he is scary-looking from a distance, but a real charmer (he's a fellow Slav, naturally) in person.
I asked him where he's found this extraordinary woman. Is she a real psychic? Oh, is anything real?
Krivicka told me: "We were putting together the concept for this project and needed someone with a scary ability. We found a few videos of this woman on YouTube and tracked her down. She lived in Hawaii at that time. So we flew her out to NYC for a week to practice the role of a psychic and 'play' the part for a few days at a fake psychic parlor."
So what about all her customers? Surely they are actors.
Krivicka insisted: "All real, I promise you. Most of them came off the street. They either saw our 'free readings' sign, or our PAs picked them out from the crowd and brought them in."
One other thing crossed my mind.
"Michael, what if you'd killed one of them?"
He replied, professionally: "We take calculated risks and the situation is a lot more controlled than it looks in the final video."
So there you have it. Horror movies aren't real, but they are risky.