Ahead of the Jan. 23 release of Return to Silent Hill, distributor Cineverse is taking an unconventional approach to film marketing, launching an alternate reality game (ARG) to capture the attention of horror fans across social media.
The campaign drops cryptic clues, special clips, and hidden lore across Reddit, Instagram, and TikTok, leading players to a central hub at youliveherenow.com packed with unlockable content. The tasks become more difficult the deeper you become a fan, but so do the rewards such as digital badges, surprises, and access to never-before-seen corners of the Silent Hill world.
However, the game’s climax is saved for the big screen. Moviegoers who present proof of ticket purchase will receive an exclusive Silent Hill postcard at participating chains nationwide. This is the final reward in ARG and can only be unlocked by watching the movie on the big screen.
The campaign also includes partnerships with retailers such as GameStop, and players are encouraged to opt-in at a point of their choosing to receive future drops and maintain their progress in the game.
“We aimed to provide a gamified experience, and we’re thrilled that our exhibitors were willing to collaborate,” Lauren McCarthy, Cineverse’s senior vice president of marketing, said in a statement. “We can’t wait for fans to see the movie in theaters, take home this exclusive little Silent Hill piece, and complete the final task of the campaign.”
“Return to Silent Hill” brings the horror series back to the big screen. James (Jeremy Irvine) receives a mysterious letter from his estranged lover, drawing him into Silent Hill, a once-familiar city now consumed by darkness. In his search for her, James encounters a monstrous creature and a truth that threatens to destroy his sanity.
The psychological horror thriller also stars Hannah Emily Anderson (X-Men: Dark Phoenix, Jigsaw). Returning to the world of Silent Hill are director and co-writer Christophe Gans (2006’s Silent Hill, Beauty and the Beast, Brotherhood of the Wolf) and composer Akira Yamaoka, who did the music for most of the Silent Hill games.
Produced by Victor Hadida, Molly Hassell and David Wolfe, the new film is financed by Davis Films and Ashland Hill Media Finance. Cineverse is partnering with Iconic Event Release to distribute the film theatrically, with Veterans handling international rights.
Tickets can be purchased at tickets.returntosilenthillmovie.com.
