Ahead of its theatrical release, Warner Bros’ asked us to create Europen preview screenings of The Conjuring 2.
To do this, we created a series of screenings over three days, that would surprise guests and ensure engagement. Press and influencers from across Europe were invited to the London events, to generate awareness and buzz around the film.
Guests were invited to an ‘exhibition’, where they expected to see a display of artefacts from the film. Little did they know that following this, they would enter the world of The Conjuring 2.
Scenes from the film were brought to life with live action in the atmospheric venue, The Vaults at Waterloo. As guests took the unexpected horror tour through the underground tunnels, they were surprised at every turn. Various sets from the film, shock appearances by characters, levitating actors and flying paintings all featured.
Before watching the film, guests also had the opportunity to see the film in virtual reality: they were transported to the haunted house itself via VR headsets.
Cameras were hidden throughout the experience to capture guest reactions. Branded videos were distributed to guests following their experience, generating content to be shared via social channels.
The impact of the events was seen globally online, with a huge amount of talk generated around the film.
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