The Shining
Tuesday, August 7th, 2007
Stella Screen have screened the classic horror film The Shining in Brisbane’s Old Museum, which was refitted to look like the film’s hellish Overlook Hotel. To create a genuine buzz around the event we extended the experiential theme by recreating the ghostly bar scene from the film. The bar was a meticulous recreation of the film’s Gold Room, complete with eerie 1920s barman Lloyd.
Groups of passers by were invited into the depths of The Stella Artois Gold Room by pale strangers dressed in coat and tails. Guests then followed the sound of 1920s ballroom music anticipating the buzz of a crowded bar only to be confronted by the lone bartender, Lloyd. The visitors were then directed to another room located down a dark corridor where they’d find other scary cues from the film. On entering room 237, another stranger would ask them to write their details in the guest register so they could be contacted.
The Brisbane locals that didn’t run out screaming left the bar with a mysterious invitation and code to enter a website - stellagoldroom.com.
Using their code, they could access the guest register on the website and confirm their booking details. The ticket was then emailed to them. The Stella Artois Gold Room achieved excellent word of mouth filling seats for the screening within days.
We created Stella Fight Club. A campaign to get people in to watch a special screening of the movie Fight Club, which was sponsored by Stella Artois.
We are really close to releasing our new campaign for Football Australia and the A-League. I will post it as soon as I am allowed to. 
