Insidious VR

Horror virtual reality (VR) experience
at the 'Tech-savvy' haunted house
for the new film, Insidious Chapter 3.

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Art Direction / Design / UX • UI

Trailer from Focus Features on YouTube

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ONE LINER BRIEF
To create unforgettable virtual reality (VR) experience to promote new horror film, Insidious Chapter 3.

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THE IDEA
Touring haunted house equipped with VR headsets, classic “real life” jump scares, and a take-away digital souvenir.

Elise Rainier in “Insidious: Chapter 3.” - Matt Kennedy / Focus Features

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THE PLAN
A short, 3 minutes, memorable SCARY on-site experience from entering the bus to exiting.
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While taking full advantage of the virtual space in a touring haunted house, create an independent story that bridges the gap between Insidious Chapter 2 and 3
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Stay true to the voice and tone of the film, Engage fans both new and returning to the Insidious franchise

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THE STORY

Into The Further
You find yourself sitting in the small room facing a red door in front of you. The door swings open suddenly, and you are propelled through the entrance into a black void as you begin to astral project. Someone knocks on the window. Light drifts and now you realize that you are in the living room of Elise Rainier’s house. As she speaks, quickly you start to notice that you are not alone with her. Watch out for what's coming after you.

Creative Elements
Astral projection • Real cast members • Space transformation

Tech Highlights

Live action video for VR contents
'Close-to-Photo' CGI graphics to recreate the movie scene

Full VR Experience Capture from Secret Location on Vimeo

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ON-SITE EXPERIENCE
Visitors enter the main door, go through the maze, and arrive in the small room with a monitor, playing Insidious movie trailer. While watching the trailer, a hidden camera captures the photo of visitor secretly. Later, it sent out as a surprise take-away souvenir. Passing the trailer room, finally they get to seat with VR headset on. As a trick to blend the ‘real’ and ‘virtual space’, the iconic red door and gray sofa exists both in the first scene of the VR experience and the room they just entered. While the visitors go through the experience, an assistant help with 4D components such as brushing the arm, blowing airs into their face, and etc. Final scare comes in place as they exiting the bus, a classic jump scare of Man Who Can’t Breathe character to appear at the corner. There is another hidden camera here to capture those terrifying faces.

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THE OUTCOME

Successful tour across eight different US cities leading up to the film's premiere
Also, a custom-designed VR experience booth was installed in six AMC theaters across five difference cities in Canada
Due to a popularity of the experience, it was ported for iOS and Android mobile version, thus more fans can access to it via Google Cardboard and other VR viewers.