Overview
- M&M'S organised a hidden‑camera activation on Thursday, October 22, 2026, in which TV presenter Rylan Clark surprised audiences at Vue Cinema in Islington while disguised as props including a sofa and inside a photobooth.
- Clark was coached by former Gogglebox personality George Baggs to deliver timed jump scares that were captured on film and later released to media outlets.
- Audience members who screamed during the pranks were given instant rewards such as complimentary cinema passes and sweets as part of the on‑the‑spot promotion.
- The stunt accompanied OnePoll research of 2,000 adults commissioned by M&M'S that found 44% enjoy spooky films at Halloween and ranked The Witches (1990) as the most memorable family spooky film.
- M&M'S framed the activation as a light‑hearted seasonal push to boost shared Halloween experiences and cinema visits while offering a limited 500‑ticket giveaway to drive engagement.