Looks staged. The "flash" of light that is there with it is more constant than a flash. The light looks like it also moves slightly. Maybe it's a hologram of some sort and we can just see the 'holo-emitter' if you will.
If you watch the video (at the link), you can see the 'alien' move, but it looks animated.
Upon examining the picture more closely, that's when I decided to watch the video, cuz I noticed that the two white trees look pasted in. They look transparent. I thought that maybe because it was taken from the video that it may be because of a frame issue and it just made it look that way, but NO! They appear to be transparent, even in the entire video.
Another thing i noticed in the picture (which you can also see clearly in the video) is the face of 'jesus'? In the upper left corner in the trees. I don't believe I'm just matrixing. This has got to be a hoax. Like I said before, Hollywood's interest in this is because it's all setup. Guaranteed.
And the kids, although they looked over, seemed as though it's nothing new. Like they've been seeing this go on for a while. They didn't react like "oh my god, look at the alien", instead it was like "hey look, they're doing it again".
It's projected. Just watch the video that is at the link provided. You'll be questioning it too.
Just my 2 cents.