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Universal Pictures • Blumhouse

450+

GUESTS

100

INFLUENCER POSTS

SCROLL

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“A marketing activation done not only right, but done memorably and ambitiously. It provides the type of lasting impression that will keep guests talking.” - Haunting Magazine

IHC CREATED THE FIRST EVER IMMERSIVE HORROR HIGH SCHOOL KEGGER TO CELEBRATE THE RELEASE OF 'MA' STARRING OCTAVIA SPENCER.

Universal Studios enlisted IHC to recreate Ma's House as the centerpiece of a week-long promotional campaign. The space served as the setting for a press junket, an influencer meet & greet, and an immersive horror house party experience, while doubling as a content hub.

The activation was met with rave reviews from attendees. Throughout the course of the night, 450+ guests attended the Horror House Party and nearly 100 influencer-level attendees posted during the event.

PRESS JUNKET

Three rooms were transformed inside the Beckett Mansion to serve as hero spaces for the press junket. Our work included conceptualizing and fully redecorating each of the rooms to match the set from MA.

#PARTY WITH MA

We transported attendees to the high school ragers of Ma’s basement, creating a memorable night fueled by nostalgia. The space was decked out with string lights, kegs, beer pong tables, DJs, photo opps, and a food truck serving Pizza Bites.

With a cast of 25 actors, guests could never be too sure if they were talking to a fellow party-goer or someone in character. These actors started games of spin the bottle and flip cup, and they were always down to shotgun a beer.

HORROR EXPERIENCE

The centerpiece of the evening was a horror experience, spanning 13 rooms across 3 floors, incorporating elements from the film. The horror theater was fully immersive from start to finish. As guests wandered through the party, planted actors warned them of their potential fate at Ma's house.

Guests were invited to explore Ma’s basement which subsequently led them upstairs to discover things were definitely not as they seemed. Lasting about 10 minutes, guests were chased down the second floor stairs back into the main party.