Why the ‘Imaginary’ Team Crafted the First Movie Trailer Best Watched With Your Eyes Closed
variety.comEthan Shanfeld Cinemagoers seated early for “Five Nights at Freddy’s” are treated to a new kind of movie advertisement: one that tells viewers not to look at the screen.
The trailer, a theaters-only promo for Lionsgate and Blumhouse‘s upcoming horror film “Imaginary,” begins with a child’s voice asking, “Hi, wanna play a game with me?
Close your eyes and use your imagination.” As footsteps, door creaks and the unsettling chirr of children’s toys whirl across the theater’s 7.1 surround sound system, the “Imaginary” team is betting that what viewers conjure up in their minds will be just as scary as what the film could show.
While the trailer is mostly a black screen, a few visuals flash across the screen as the young narrator invites viewers to open their eyes.
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