To promote and generate buzz for a horror film anthology series on a major streaming network, our creative agency was asked to deliver a series of unique, original experiences (serving VIP, press & the public) to promote the 2021 slate of thrillers. The Live Interactive Event was a first-of-its-kind immersive virtual blockbuster event that bridged the gap between art, commerce, technology and gaming.

The objective was to create a virtual experience driven by the narrative of the films, bringing them together in one cohesive and engaging experience that extended the storyworld of the film series.

The narrative: Tanya was raised by Estela, her grandmother and resident of a mysterious house, called The Blumhouse. After Estela goes missing, Tanya visits the house to find Estela, recruiting a Search Party (i.e. the public/audience) for help.

Powered by proprietary technology, the experience featured 6 virtual rooms of complex narrative production, with digital games, web-based VR experiences and live escape rooms woven into a 5-act play. Guests navigated the space, chatting with live actors via camera feeds to unlock a mystery related to the film series release.

We merged the visual worlds of four thriller films to create a cohesive design language across custom built UI / UX, website, and virtual theater sets, designing a holistic experience.

Each room provided a new experience and clues, starting with DJ PZB in the basement. This was followed by a 3-act Escape Room, an AR-Enabled Hair Salon to help guests find their new look, a writing activity in exchange for pertinent information, and a 360 Web VR Hypnosis Experience (created with a green screen, motion graphics and custom-built spherical audio engine). Finally, The Search Party explored Dr. Seward’s apartment through an Open GL gaming experience to learn more about his Master (Ms. Sophia) and their relationship. This is where the audience could solve the mystery that Sophia is in fact a vampire.

Elements

>> Custom audio-visual content planting narrative seeds and best-experience tips

>> Secure HD Feed with DRM & Forensic Watermarking of premium content

>> Live immersive chat with verified talent, show creators, VIP badge system, user avatars

>> AR Photo Booth & Red Carpet Gallery

22,576 Ticketed guests

236.9 million impressions.

869 cities across 20 countries

50+ browser types, 150+ device types

September 16, 2021 – Public RSVP site live

September 30, 2021 – VIP premiere event #1 for the first two films, followed by an interactive afterparty

October 7, 2021 – VIP premier event #2 for the second two films, followed by the Live Interactive Event

October 14, 2021 - The public activation for Live Interactive Event