Theme Parks & Installations
Installations / Activation / Pop-Up: An immersive experience created by transforming a story told in a different medium, usually for a very short duration of days, weeks, or months.
These are currently mostly built as a way of marketing a movie, television show, or book by allowing audiences to ‘experience’ the story in a novel, interactive way. They can be largely designed for audience members to take photos for social media or can be a more complete experience (see our San Diego Comic-Con coverage for specific examples). The trend is toward more active engagement as marketers realize the potency of immersive experiences.
Further, this category also covers theme parks and haunted locations (like The Queen Mary) that are transformed during the Halloween season with numerous haunted houses that are often referred to as “mazes.” These experiences are classic, linear, walkthroughs that are highly themed, well-produced, and feature some great scares.
Browse the company guide below to find large-scale attractions that might interest you. Scroll to the bottom to find our intensity guide.
Most installations, activations, and pop-ups are ephemeral, existing for a short period of time and thus, do not show up our intensity guide. However, the larger attractions at theme parks and The Queen Mary that consistently appear every Halloween do – occupying an intensity of level 3 – referenced by their loud noises, jump scares, and sometimes, roaring chainsaws. These events, much like haunted houses, aim to scare you – but do not offer any personalization. If you’d like more innovation beyond jump scares, try immersive horror.
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