60" TV trailer for theatrical release of Sinister (Momentum pictures / Drum)
TV Featurette on Sinister Experiment for theatrical release of Sinister (Momentum pictures / Drum)
An Experiment in Fear
Drum needed to launch the new horror film Sinister and make it stand out during the Halloween season. So we teamed up with Professor Brendan Walker of the Thrill Laboratory and created An Experiment in Fear.
We gathered 5 test subjects and measured their heart rate, sweat levels and breathing before and during them watching the film. The moments in the film that gave us the biggest spikes in fear then influenced our creative executions in TV, Online and Radio. From this we produced a 5.5 minute documentary into fear which was distributed online.
The experiment worked. Not only did we smash our box office target by 230%, we out-shocked one of the biggest horror franchises in recent memory Paranormal Activity 4, taking £6.6m 10% above Paranormal.
Advertiser: MOMENTUM PICTURES / EONE
Agency: M2M
Category: Publications & Media
Director: Giles Borg (Drum)
Content Developer: Ben Robins (Drum)
Head Of Ip And Entertainment Formats: Simon Wells (Drum)
Graphics (Night-vision scenes): Patrick Brazier
Agency: M2M
Category: Publications & Media
Director: Giles Borg (Drum)
Content Developer: Ben Robins (Drum)
Head Of Ip And Entertainment Formats: Simon Wells (Drum)
Graphics (Night-vision scenes): Patrick Brazier