The IMDb page for Paranormal Activity 2 says its popularity rose 666% in the last week, and I’m certain the number isn’t a coincidence. The original Paranormal Activity relied on word-of-mouth and viral campaigning, and this similarly freaky detail highlights the producer’s desire to provoke scares. By not making an off-the-wall misfire like Book of Shadows: Blair Witch 2, PA2 deftly expands the universe of its predecessor. Succeeding more as an audience experience than a horror film, PA2 delivers exactly what it promises. It may lack the original’s inventiveness, but its gotcha scares are well-earned.