Jigsaw: Escape Room
Open the game- Brand
- Lionsgate
- Year
- 2017
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Installation
- Agency
- Lionsgate
- With
- UNIT9
Objective
Lionsgate launched an experiential activation at New York Comic-Con in October 2017 to promote the theatrical release of 'Jigsaw,' the eighth installment in the Saw horror franchise. The campaign targeted devoted horror fans and a younger generation unfamiliar with the original films, aiming to deepen franchise engagement through immersive physical experience rather than traditional advertising.
Solution
UNIT9 created a 10-minute escape room installation combining VR, immersive theater, and physical effects. Groups of four participants were split into pairs and 'chained' together; every decision made by one pair directly affected the other team's fate. Participants solved puzzles while navigating a multi-room narrative filled with practical stunts, mechanical traps, and scare effects themed around the Jigsaw universe. Actor Tobin Bell (the original Jigsaw) recorded all voice cues for the traps and made personal appearances for select participants. The installation ran October 5–8, 2017 at the Javits Center in Manhattan.
Results
Over 1,200 participants experienced the escape room during the four-day New York Comic-Con event in 2017. The activation generated 16.14M impressions from Saw-related media and 4.4M organic impressions from influencers.
