Forget the commercials in between.. And the movie.. And even the trailer itself. The strategy of using the creepiest bookends anyone can make, in my opinion, is brilliant for a horror movie like this. I remember seeing this my freshman year late at night and being thoroughly impressed. Outside of the two people I saw this with (that also thought it was damn creepy), everyone I tried talking about this with had never seen it. The next day I looked it up on YouTube and found this video of the exact moment that I saw on Comedy Central. So, that just goes to show you the memorability and stopping power a strategy this strong can have on a viewer. I never saw this commercial(s) or this bookend strategy again since then, but I will always remember this ad. The movie... not so much.