Scream 6 is being promoted with a disturbing marketing campaign that has, to say the least, caused concern. The movie’s iconic slasher, Ghostface, has been spotted in various locations, including Sonoma, New Orleans, and St. Louis, which has led to 911 calls from frightened onlookers. Well, no cause for alarm, as sources close to the film confirmed to Variety that it’s all part of the promotion for the movie.

Paramount Pictures, which is producing the movie, declined to comment on the promotional campaign. (Paramount did something similar for the horror movie Smile, with hired actors sitting behind home plate and flashing unsettling grins at televised Major League Baseball games.)

Directed by Matt Bettinelli-Olpin and Tyler Gillett, Scream 6 is the first movie in the franchise without its protagonist Sidney Prescott, played by actor Neve Campbell, who departed the film over a pay dispute. The new movie–hitting theaters March 10–will star Melissa Barrera, Jenna Ortega, Hayden Panettiere, and Courteney Cox, and follows the Woodsboro residents as they move to New York City, where they are hunted by a new Ghostface killer.

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