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In 2004, Shyamalan was involved in a media hoax with the then Sci-Fi Channel, which was eventually uncovered by the press. Sci-Fi claimed in its "documentary" special — The Buried Secret of M. Night Shyamalan, shot on the set of The Village — that Shyamalan was legally dead for nearly a half-hour while drowned in a frozen pond in a childhood accident, and that upon being rescued he had experiences of communicating with spirits, fueling an obsession with the supernatural. The Sci-Fi Channel also claimed that Shyamalan had grown "sour" when the "documentary" filmmakers' questions got too personal, and had therefore withdrawn from participating and threatened to sue the filmmakers.

In truth, Shyamalan developed the hoax with Sci-Fi, going so far as having Sci-Fi staffers sign non disclosure agreements with a $5-million fine attached and requiring Shyamalan's office to formally approve each step. Neither the childhood accident nor the supposed rift with the filmmakers ever occurred. The hoax included a non-existent Sci-Fi publicist, "David Westover", whose name appeared on press releases regarding the special. Sci-Fi also fed false news stories to the Associated Press and Zap2It.com, among others. A New York Post news item, based on a Sci Fi press release, referred to Shyamalan's attorneys threatening to sue the filmmakers; the attorneys named were non-existent.

After an AP reporter confronted Sci-Fi Channel president Bonnie Hammer at a press conference, Hammer admitted the hoax, saying it was part of a guerrilla marketing campaign to generate pre-release publicity for The Village. This prompted Sci-Fi's parent company, NBC Universal, to state that the undertaking was "not consistent with our policy at NBC. We would never intend to offend the public or the press and we value our relationship with both." Other critics have since deemed viewers to be victim of a somewhat 'cheap' promotional trick that went too far.