Amazon Studios Fills a Virtual House With Real Actors and DJs for Blumhouse Films

Experience combines technology and theatrics to celebrate horror films streaming on Prime Video 

Little Cinema is streaming live performances inside virtual rooms from Los Angeles and Las Vegas. Yannick Delva
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Amazon Studios is giving horror fans a chance to explore a new slate of Blumhouse films through four live, virtual experiences.

Amazon’s film and TV production and distributor arm will launch Welcome to the Blumhouse Live, a consumer-facing event that celebrates the release of four new Blumhouse thrillers on Amazon Prime Video: Nocturne, Black Box, Evil Eye and The Lie.

The free event consists of four live shows, two on Oct. 16 and two on Oct. 17, accessible to those who RSVP. Spots are limited on a first come, first served basis.

“We wanted to provide a safe, fun and interactive experience for audiences worldwide to introduce them to the world of Blumhouse,” said Christian Davin, head of global movies marketing at Amazon Studios. “The virtual activation is a living manifestation of our key art, which was designed to showcase four individual films while visually connecting them to a singular theme: Blumhouse.”

Davin described the experience’s blueprint as a “six-story labyrinth of virtual spaces with 10 interactive rooms to explore.”

The gamified event connects the four films through a storyline inviting fans to solve the mystery of a missing student and a strange family, working their way up from a virtual basement to an attic.

The story is brought to life through live actors, guest DJs providing a soundtrack for the adventure, and activities that include an escape room, tarot card readings and a mixology lesson.

To produce the events, Amazon Studios and Blumhouse partnered with Little Cinema, a Brooklyn- and Los Angeles-based creative studio that specializes in immersive theater and storytelling.

The events include live tarot readings.Amazon Studios

Davin said the teams took around six weeks to produce the event from concept to execution. Amazon Studios first tested the concept at two private virtual premieres on Oct. 5 and 12, which included advanced screenings of the films.

While many virtual events these days consist of prerecorded content, Welcome to the Blumhouse Live’s performances take place in real time. The brand is streaming performances in four of the rooms live from Little Cinema’s L.A.-based studio. An additional room is streaming live from a temporary studio in Las Vegas.

A live DJ provides a soundtrack to the experience.Amazon Studios

“The films in the ‘Welcome to the Blumhouse’ slate share a common and relatable theme centered around family and love as redemptive or destructive forces,” Davin said. “While each film has a distinctive vision and unique perspective, they all feature that unmistakable sense of elevated suspense that’s become a Blumhouse signature.”

While Amazon Studios engages fans around its horror content digitally this month, other networks and streaming services have opted for physical activations that require consumers to have a car. Freeform launched a drive-thru experience to celebrate its annual 31 Nights of Halloween in early October, and Hulu plans to hold a similar event tied to its Huluween content later this month.


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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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