The Best Billboard I Saw Today

Spitalfields Market just got a little more unsettling, thanks to Other Mommy turning a standard movie billboard into something that very much does not stay still. As passersby approach, Jessica Chastain’s image comes alive with eerie sound, swirling mist, and giant tears streaming down her face—giving horror fans exactly the kind of double-take they came for. It’s a smart play for a film built on the idea that something familiar can suddenly feel very, very wrong, while placing the scare directly in the path of Londoners and tourists. Because if a billboard can make you question whether it’s crying at you, chances are you’re going to remember the movie.