Hoooooooly crap. I so cannot watch that. Bad, bad, terrible memories of Grand Canyon trip with my mom's family when I was a kid, including Kiki and I trying to summon her up. I, of course, broke and ran as we started saying it the third time. I still look over my shoulder when I say 'Bloody Mary' and refuse to say it in the dark.
It's the one bogeyman I've never gotten over. Sure, there was the occasional paranoia of werewolves and serial killers and the like, but I can get over those real fast.