Inside A Ghost Store, A24’s Strange, Moving, Immersive Promotion for A Ghost Story

'Playful yet contemplative'

Courtesy of A24

In the backroom of a tiny store in New York’s Chinatown, behind a curtain that reads, “Check Out The Other Side,” you can have a woman dressed in shades of white and cream place a sheet over your head. Said sheet has two eyeholes, a fitted skullcap and a weighty fabric—there’s even a mesh black panel that ensures the eyeholes are as dark as can be. In short, it’s the ideal ghost sheet.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.