Look, up in the sky, it’s a bird, it’s a plane, it’s a viral promotion…

Recently 20th Century Fox teamed up with Thinkmodo for an unusual viral promotion for the upcoming superhero flick Chronicle. Using three custom RC planes shaped like people, they launched them over NYC to create the illusion of human flight.

“Since the three main characters of the movie have the ability to fly, we came up with the idea of staging a few flying people sightings around NYC. We achieved that illusion by having 3 custom-made aircraft (which were shaped like human beings) fly above designated areas in NYC and NJ,” said Thinkmodo’s Michael Krivicka.

Chronicle, directed by Josh Trank & starring Michael B. Jordan, Alex Russell and Dane DeHaan, hits theaters this Friday.

Check out the video they cut from the promotion, below.