Some time after the events of ''The Ring (2002 film)'', Samara Morgan's videotape has spread, as each person who sees the video makes a copy and shows it to someone else. A subculture has grown surrounding the video: people wait to see how close to the seven-day deadline they can get. When they grow too afraid to go on any longer, they show the tape to the next assigned person. During the interval, some create videos documenting their experiences to be posted to websites devoted to the videotape phenomenon. Groups that have watched the video are called "rings".
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