Thinkmodo Raises Profile of West Village Cafe

The word “viral” gets bandied about a lot, but here’s one sure-fire way to know you’re in the middle of something genuine in that regard. When Asawin Suebsaeng published a Mother Jones piece Thursday about thinkmodo’s marketing efforts for Friday’s Carrie remake, the video below had “over 39 million views.” Today, it’s just shy of 40.5 million.

Thinkmodo was founded in New York in 2011 by filmmakers James Percelay and Michael Krivicka. Here’s what their outfit orchestrated in July at the West Village location of ‘sNice:

In the middle of a crowded coffee shop, and unnamed patron (played by actress Andrea Morales) freaks out after someone (a stuntman) knocks coffee onto her laptop. Instead of chastising him like a normal person, she initiates a Carrie-like telekinetic rage-fest that includes sending the poor guy flying up a wall. (A fake wall and remote-controlled tables and chairs were used to pull off this act.)

It’s definitely one of the best fake PR stunts to come down the pike in quite some time. All that’s missing is a discrete cameo from Sissy Spacek.

Read the full Mother Jones article here.