11/09/2013 11:43 BST | Updated 11/11/2013 05:12 GMT

Teleportation Prank Convinces Westfield Shoppers Matter Transporter Is Real (VIDEO)

Teleportation is really difficult, which is why even small advances often generate huge headlines.

So exactly why this crowd of shoppers at Westfield didn't immediately get that a 'teleportation' stunt by streaming video site Blinkbox, put together to promote the release of Star Trek: Into Darkness, wasn't all that it seemed, is a bit of a mystery.

On the other hand watching people try to explain how a trick with only one obvious solution was possible does at least prove one truism: the more advanced technology gets, the more it looks like magic.

Take a look at the marketing-tastic, but quite funny, clip below.