While some companies took advantage of April Fools' Day to troll people for laughs, Sony saw it as marketing opportunity for its upcoming film, This is the End
A promo for the apocalyptic comedy, starring Seth Rogen, James Franco, Jay Baruchel and Jonah Hill as on-screen versions of themselves, is disguised as a trailer for Pineapple Express 2 -- the supposed sequel to popular 2008 stoner movie, Pineapple Express.
The spot's first minute is shot like an amateur video, leading viewers to suspect that something's awry; then, confirmation around the 1:08 mark: It's an April Fools' prank. For the last 30 seconds, the promo reveals itself as a scene within This is the End.
Judging by the thousands of hits Pineapple Express 2 has received since going online Monday, Sony's clever marketing ploy -- that is, piggybacking on the original film's considerable fan base -- is a success.
This is the End is slated for release this summer. Check out the full trailer, below.
What do you think of Sony's April Fools-inspired tactic to promote a film? Tell us in the comments, below.