Movie synopsis: A reality-bending thriller about a psychologist whose suicidal client makes bizarre predictions that, to the psychologist’s mounting terror, begin to come true. The shrink must race against time to save everything he loves before it disappears. The movie opens Friday, October 21 and stars Ewan McGregor, Naomi Watts and Ryan Gosling. It turns out that website associated with this movie is conducting a little experiment:

A picture is worth a thousand words, but the Web site for the film “Stay” lets people choose only one as part of a promotional drive based on an online psychological experiment.

At www.staythemovie.com, visitors are asked to type in the first word that comes to mind when they see each of 10 images from the movie. Then the site displays what everyone else typed for that image, scattered around in oddly hypnotic eddies with similar responses appearing in larger letters than less common reactions… Those who participate also will find themselves haunted by the experience in a literal way. When they encounter an ad for “Stay” elsewhere on the Internet, the spot will include words they associated with the 10 images. source