As you can see from the video below, LG got creative in the marketing of their new line of IPS monitors. They rigged nine of them up on the floor of an elevator, made the elevator lights flicker and ran some video to make it seem as if the floor was falling away.
It was clever, and the reactions seemed real enough, but I am guessing that the people involved were either actors or knew that something was up. We live in a highly litigious society and all it would take would be for one person to not get the joke, or have a very real heart attack brought on by the stress of the situation, for LG to have to cough up vast sums of money. That being said, the possibility that this was all staged didn’t make things any less funny.