Blumhouse and NBC Universal’s Peacock are taking IRL branded experiences to the next level with “Overnightmare” — a horror getaway where fans can literally be frightened for an entire weekend.
The Big Picture: Entertainment giants have jumped into the experience economy post-COVID, as demand for fans to immerse themselves in their favorite stories has skyrocketed. People desire to be part of the action.
Behind the Scenes: Colorado’s Stanley Hotel — the inspiration behind The Shining’s iconic Overlook Hotel — will be transformed into a destination for nightmares from October 18th to 20th.
Guests can book a two-night stay at one of four Blumhouse-themed rooms and accompanying experiences: the general-audience-geared Freaky and Happy Death Day packages or the scarier Insidious and The Purge packages.
Guests can enjoy Blumhouse-themed amenities (bars, video games, etc.) and attend two different screenings (one being Peacock’s new James Wan-produced show, Teacup).
Each evening, guests will be “pulled from their rooms for personalized, immersive after-dark activities,” which will feature “interactive characters, narratives, and scares,” per Variety.
The Future: Halloween Horror Nights (which relies heavily on Blumhouse titles) is a major moneymaker for Universal. But that’s only for a few hours at night. By experimenting with the weekend-long Overnightmare experience, Universal could gather some valuable information on how to expand the HHN brand into longer-running, specialized offerings as the ultimate movie and TV marketing.
Go Scarier: Warner Bros. Discovery just doubled down on experiences with a new corporate division. No one can escape the branded experiences.
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