A24

 

Experiential Production, Brand Partnerships, Social Campaign.

An immersive launch event for A24's Backrooms, bringing one of the internet's biggest horror phenomena into the physical world through audience insight, experiential storytelling and strategic partnerships.

WHY

We noticed early on that Backrooms had all the ingredients to become something special. Before it had even reached cinemas, it was already an online phenomenon through Kane Parsons' YouTube series.

At elevenfiftyfive, we combined our cultural instincts with audience insight. Our surveys consistently identified YouTube as a core platform for the MASSIVE community (60–64%), so we knew Backrooms would resonate with Gen Z.

With a passionate online community already behind it, we focused on creating an experience that brought those fans together and celebrated the journey from internet phenomenon to the big screen. Backrooms has since become A24’s biggest ever release, grossing more than $212M worldwide.

WHAT

We produced an immersive launch experience for Backrooms at Lost nightclub on Shaftesbury Avenue. Tickets distributed through MASSIVE Cinema, sold out in under 25 minutes.

Working alongside A24, we transformed Lost into our very own Backrooms. Drawing on the film's distinctive aesthetic, the experience immersed guests in the world of Backrooms from the moment they arrived, with the environment designed to encourage exploration, interaction and content capture throughout the evening.

We also sourced a partnership with Allora, who created a bespoke cocktail inspired by the film. Integrated as part of the wider guest experience, the collaboration extended the world-building while creating an authentic touchpoint for the brand.

Alongside the event, MASSIVE's social channels extended the campaign beyond the venue, sharing exclusive behind the scenes content with its highly engaged film community.

The event was also documented in a walkthrough by Backrooms director Kane Parsons, giving audiences an authentic first look inside the experience. The content was shared across A24, MASSIVE and more.

IMPACT 

  • Free launch event sold out in under 25 minutes

  • Over 450,000 views and 127,000 likes across pre release content

  • Supported the launch of A24’s highest grossing film of all time.


 
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