Lionsgate : IMAGINARY : Chauncey
2,855
Total Shares
Dry Contact
Scare Trigger
Auto
Branded Overlay
Jump Scare Camera
Client
Lionsgate — IMAGINARY
Location
Chauncey's Playhouse
Lionsgate — IMAGINARY
A Haunted House Built Around One Perfect Moment
To promote Lionsgate's IMAGINARY, we joined a consortium of partners to build Chauncey's Playhouse — a fully immersive haunted house attraction designed around one specific objective: capture the raw, unfiltered reaction of every guest at the exact moment of the scare.
The whole experience was choreographed to lead guests toward a strategically placed jump-scare moment. Lighting, sound, pacing — all of it was tuned so the scare landed exactly when it was supposed to, and so the reaction was real.
What guests didn't see was the camera waiting for that moment. They just knew they'd been gotten.
Immersive
Haunted Attraction
Choreographed
Jump Scare
Unfiltered
Guest Reactions
PivotXP
Dry Contact Trigger: Perfect Timing on the Scream
The technical unlock was synchronization. PivotXP used a dry-contact triggering method to fire the camera at the precise moment of the scare — no human in the loop, no missed reactions. Every shot landed at peak emotion.
The system automatically applied a branded IMAGINARY overlay to every photo as it came off the camera, then routed it to a dedicated sharing station at the exit. Guests went straight from the scream to seeing their own reaction on a screen, already branded and ready to send.
We engineered the timing, the auto-branding, and the handoff to the sharing station as one seamless flow — so the activation could run continuously at haunted-house throughput.
Dry Contact
Precision Trigger
Auto
IMAGINARY Overlay
Zero
Manual Capture
Lionsgate — IMAGINARY
From Scream to Share: 2,855 Reactions Amplified
At the sharing station, guests collected their captured moment, entered a quick set of details, and chose to send the photo to themselves via text or email — fueling instant social sharing and giving Lionsgate clean opt-in data on every participant.
Across the run, 2,855 reactions were captured and shared — every one of them carrying the IMAGINARY brand straight into a guest's social feed.
Pairing a traditional haunted-house format with synchronized capture and a branded share flow turned a one-shot moment into ongoing earned reach for the film.
2,855
Total Shares
Text + Email
Delivery
Opt-In
Guest Data Captured
Gallery
See It in Action
5 photos
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