Went in with no expectations (Spoilers)
I just saw this in the "Newly Added" section of Hulu and I wanted to watch a movie, so I went for it.
I thought the presentation was great. The "Pilot Episode" could have aired right now on TLC.
Here is my take on the entire plot, though:
The producers didn't do any kind of background check on the couple. They just needed expecting parents and found a pair that are camera-ready.
I truly believe, at first, it was going to be a boring "We're having a baby" Teen Mom-esque show. Then she had the faux-miscarriage and thought she felt her father and the producer decided to exploit it. He began to orchestrate the "hauntings" happening all over the place when the husband wasn't around, expecting to turn a boring pregnancy reality show into a ghost hunting reality show.
He didn't realize that he's dealing with an expectant mother with a history of mental disorders, though. And she's a mother who stopped taking her medication when she found out she was pregnant.
Throughout the movie we are only told one side of the story: the producer's. He tells us he would never exploit them. I think a telling line was near the beginning when he mentions the network likes reality shows to have scripted elements and he likes more real reactions.
Sure, this doesn't explain naturally her possessed looking demonic smile at the end of the movie... but we're also looking at supposed "unedited" footage he's providing. A 12 year old with an iPad could have done that effect in 5 minutes.
The true villain of this movie is the producer and it's sad that, because he wanted to exploit a poor woman, her child and then, eventually, she had to die.