Sony Pictures Malaysia and Hauntu Turn Film Promotion into a Live immersive Horror Experience

Trinity of Horror welcomed more than 4,000 visitors across an 11-day run, showing how immersive storytelling can give audiences a more active role in a brand campaign.


PETALING JAYA, Malaysia — For 11 days in August, visitors to Sunway Square Mall could step away from their shopping trip and into a horror story.

Trinity of Horror: Immersive Experience, a collaboration between Sony Pictures Malaysia and Superdough’s immersive horror brand Hauntu, welcomed more than 4,000 visitors from 14 to 24 August 2026. The free experience drew fully booked sessions throughout its run, and the team added extra sessions to meet demand.

The approximately 20-minute journey combined live actors, atmospheric environments, special effects and audience interaction, drawing inspiration from Evil Dead Burn, Insidious: Out of the Further and Resident Evil.


Three horror inspirations, one original story

The creative challenge was to connect elements from three distinct horror properties within a single, coherent experience.

Superdough developed an original narrative inspired by recognisable elements from the films. The experience was not a recreation of their plots or a preview of their upcoming scenes. Instead, it gave visitors a separate story to enter, with the atmosphere and tension unfolding around them.

For the team behind Hauntu, the ambition was to bring the quality of a permanent attraction into a temporary mall setting. Story development, performance, technical effects and visitor flow all had to work together within the space and duration of a pop-up

Why experience is becoming a valuable marketing currency

Trinity of Horror offers a practical example of what immersive experiences can add to an advertising campaign: time spent actively engaging with its creative world.

Conventional advertising can introduce a film to a broad audience. An immersive activation gives interested audiences another way to connect with it. Visitors enter a setting, respond to performers and share the experience with the people beside them. The campaign becomes something they have participated in personally.

This is the thinking behind describing experience as a new marketing currency. Its value lies in the attention people choose to give, the emotions a story can evoke and the conversations it can prompt afterwards. Live experiences also offer material for a wider campaign. Recap videos, behind-the-scenes footage and participant stories can carry elements of the activation beyond the venue, connecting the physical event with digital communications.

The strongest approach is to make those channels work together: advertising builds awareness, the experience deepens participation, and content gives more people a window into what happened.


From a brand message to a role in the story

The project builds on Hauntu’s earlier work in branded entertainment, including Pepsi Lost in Karak in 2022, a collaboration with Pepsi and Livescape created base on the Karak highway legend. That experience connected Pepsi’s emphasis on boldness with decisions participants made within an original horror narrative.

Both projects illustrate an approach that puts the campaign idea into the experience itself. A brand can shape the setting, the story or the actions visitors take, giving its message a meaningful role in the activity. Trinity of Horror demonstrates how a temporary space can become a destination audiences actively choose to visit. Its attendance and fully booked run provide evidence of demand for the experience though longer-term effects on brand recall or purchase behaviour would require separate measurement.

About Superdough

Superdough is a Malaysian immersive entertainment company behind Breakout, Hauntu, Spy Game and Spy Game Junior. Through storytelling, puzzles and live performance, the company creates experiences for public audiences and develops customised activations for brands and organisations.

Posted on 25th Aug 2026