The third feature in the horror franchise had the escape room company Komnata Quest host a special promotional adventure for leading up to the release of “Rings”
While scary movies may be horrifying on the silver screen, there’s nothing more terrifying that having to face terror head-on. “Rings” invited the press to live through the puzzles, spookiness and horrors of Komnata Quest’s ‘Maze of Hakaina’. The maze takes its story from an Japanese horror legend that is similar to the lore behind the “Ring” series. The maze has several individuals work together to solve the riddles of Hakaina and free the spirit of a small boy who wandered into the terrifying maze.
From creepy music to dungeon-esque lighting, Komnata Quest’s adventure endeavor forces one to leave all expectations at the door and step into the puzzling and spooky world of an escape room. Eerie and strange, the “Rings” promotion was original and entertaining. Instead of the usual press junket events, the people at Paramount decided to let the press live through the experience themselves.
The studio is no stranger to viral promotional experiences, having previously garnered 200 million views for a video showcasing the “Rings'” Samara crawling out of a TV at an electronics store at unsuspecting customers. It seems that instead of going the traditional marketing route, Paramount invested in the DIY aesthetic of viral experiences.
Both the Komnata Quest promotion as well as the viral video gave nothing away (it did not really get to) in relation to the story of “Rings.” IT not need to, for most individuals are familiar with the story in one way or another. Whether it be the stellar series itself or the endless stream of parodies, the “Ring” franchise can stand on its own two narratological feet. But with the escape room, we were thrust into the spooky escape room experience first-hand. After it all, the individual is driven into the mindset that “Rings” will undoubtedly cause one to feel.
Give the experience a whirl yourself at Komnata Quest’s location at 160 Pearl Street in New York before checking the film out on February 3.
