Backrooms

Backrooms, A24's  surprise horror sensation, continues to amaze at the box office. For the theatrical release of this community-driven film, the campaign was built around the  unique fandom that helped make the phenomenon what it is today. Content creators from the URBEX, gaming, geek, and pop-culture communities played a central role in the strategy.

A select number of handpicked influencers were invited to experience the film during a bespoke early screening, while a recreated Backrooms environment provided the perfect setting for authentic and highly shareable content.

To connect with younger audiences, the campaign focused on the platforms where they spend the most time, with YouTube taking a leading role as the platform where director Kane Parsons first gained recognition.  Creator content was further amplified through paid support, extending reach beyond organic engagement and maximizing awareness ahead of release.